Packaging innovation is a great consumer buzz generator—just ask Andy England
Aug 11, 2021 | Marketing, Public Relations
“The marketer who steered Coors Light’s ‘cold’ ad messaging for years is now taking the same approach to vodka,” according to AdAge and other recent trade news. “Andy England—who was chief marketing officer at MillerCoors from 2008 to 2015—is now CEO at Phillips Distilling, a Minnesota-based spirits marketer that under his watch is about to flood the market with new innovations, packaging and campaigns.”
AdAge’s article caught our eye because Andy England is an advocate for the power of word of mouth. His innovations with packaging while at MillerCoors were a powerful example of how to generate word of mouth in a category where differentiation is often difficult. At MillerCoors, and again with his new vodka brand Cubist, innovative packaging is the conversation spark. Cubist packaging uses thermochromic technology that turns the bottle blue when its temperature drops to zero degrees Celsius or below.
We know that packaging plays a role in people’s word of mouth conversation. Our offline WOM data shows that the beverages (6.68 percent) is the most likely category where people talk about product packaging when they talk about brands.
Offline, word of mouth conversation data referencing product packaging is also above average for beauty and personal care with 6.52 percent of the chatter, followed by children’s products (5.24 percent), household products (5.1 percent) and food/dining (4.87 percent).
As part of a case study in our CEO Ed Keller’s book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, England discussed his philosophy about the one-two punch of product innovation and strong advertising to get people talking.
Read the full Bulldog Reporter article, here.
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