Know your consumer—and even those who aren't your consumers. That has been a recurring theme among branding and marketing professionals whose thoughts have graced Shelf Impact!

Coca-Cola’s goal: Reposition its Nestea brand to communicate a positioning of “feel-good freshness” to attract new consumers in the refrigerated beverages section of the store.

“Manifesting brand essence through packaging is powerful at retail,” declares Ron Pence, Pepsi Senior Marketing Manager for packaging innovation. The Pepsi brand reflects youth and vitality, and those virtues shine through on its new 20-oz bottle for the U.S. market.

Final registration is being taken for the 8th annual “Proof: Market Research & Development For Package Design” conference, Sept. 25-27, 2006, at the Drake Hotel in Chicago.

Consumers strongly prefer glass for beer and liquor. The ‘cold threshold’ makes plastic ideal for water but not for beer. Soda lovers are divided on packaging choice.

After a long design incubation, Pepsi-Cola relaunched its Mug brand of root beer with a new label designed to appeal to both teen boys and their mothers who buy soft drinks for them.

The result? A 3% increase in sales of the brand.

The old packaging design centered on an illustration of a drink mug with foam running over the top. Pepsi marketers, however, identified a mid-teens boy as the target for Mug root beer.