Posts tagged “can”

Swallowing innovation

Coca-Cola is running a three-page ad in the Sunday paper.

As part of our ongoing commitment to finding new ways to suit your changing tastes and needs, we’re always working to develop innovative options. We’d like to say thanks for the inspiration. And please stay tuned, because it’s just a taste of things to come. To learn more about our latest innovations….

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I noticed the use of innovation twice in their copy and as much as I like to throw the word around, I’m often troubled when I see how it’s being used by others. I think most of us find new brands or new products or new packages interesting (granted, some of us more than others!), but the small can (for example) isn’t new.

Mini cans of Pepsi, Burlington, ON, 2004

The ad also reminded me of an image from 2005, showing just the diet beverages sold by Pepsi.
That’s a lot of choice! But good luck trying get a handle on how many different things Coke sells. It’s impressive and overwhelming. Their huge list of brands (worldwide) is here and a virtual, global vending machine is here.

Meanwhile, Oroweat is doing their small-packaging bit with new smaller bags of bread.
I wondered what has changed that necessitates this new package? Are breadboxes getting smaller? According to their site, the smaller bread package came out at the beginning of 2007 (emphases mine)

New Smaller Loaves Fit with Industry Trend of Reduced Size Options

The unique line of mini-sized variety breads are perfect for smaller households or families that like to buy several different varieties of bread. Although the loaves are smaller in size, they deliver the flavor and quality known from Oroweat.

“We all like the freshest bread and many consumers have told us they cannot finish a full size loaf of bread before its expiration date. Oroweat Mini Loaves are the perfect solution for smaller households that typically toss away a portion of a loaf of bread,” said Dan Larson, Oroweat Marketing Director. “Mini Loaves also make it easier to enjoy a variety of breads for different occasions; including 100% Whole Wheat with whole grain nutrition, and Country Buttermilk, a favorite for the perfect grilled cheese sandwich! Now you can have both. This is one more example of Oroweat’s innovative thinking to offer new options that are important to our consumers.”

With the average number of people per household just over two in the United Sates, smaller size offerings are gaining attention in the food industry. Keeping an eye on trends and listening to consumers, Oroweat is one of the first bread companies to introduce smaller loaves. Last year, Oroweat successfully introduced premium buns in four-count packages.

Oroweat confirms it, then. Small packaging is innovative thinking.


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