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A wide range of brands have recently unveiled new looks, from condiments, to beers, to cookies, to retailers. The logic …
Refreshing the Brand Needs a Better Reason than Just COVID-19 Boredom
20 Tuesday Apr 2021
Category Archives: Chapter 11: Product Branding and Packaging Decisions
Challenging the Norm: Unilever’s Pledges to Do Better
14 Wednesday Apr 2021
As a global, massive consumer products goods conglomerate, Unilever exerts tremendous influence. Its products, advertising, packaging, and marketing are available …
Sustainable, Beautiful, and Essential: The Launch of a New Beauty Brand
01 Monday Feb 2021
Considering their work experience in the perfume industry and educational backgrounds in sustainable development, the married couple that recently founded …
Hip Hop Fast Food: A Novel Collaboration Between Travis Scott and McDonald’s
12 Monday Oct 2020
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Posters in McDonald’s windows, featuring phrases like “It’s Lit!” and “Straight Up!” along with suggestions that consumers approach the counter …
A Zombie Story for Brands: Coca-Cola’s Product Line Cuts
24 Monday Aug 2020
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Using its own classification system, Coca-Cola refers to its brands with simple labels to describe how they are performing. The …
Rainbow Washing or a Sincere Effort: A Temporary Packaging Redesign by Skittles
29 Monday Jun 2020
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With the memorable assertion that “Only one rainbow matters during Pride,” the Skittles brand plans to introduce packaging that eliminates …
Is Sugar by Any Other Name Just as Sweet? Labeling Controversies for Sugary Foods Calling Themselves Healthy
23 Thursday Apr 2020
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Strict rules exist for what food companies can claim with regard to the fat, calorie, cholesterol, and sodium they contain. …
Is He Buying “Ice” or Ice Tongs? Tiffany & Co.’s Efforts to Get Men to Shop for Themselves
20 Thursday Feb 2020
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branding, men, Positioning, segmentation, targeting, Tiffany & Co
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Although the demographics of shoppers in Tiffany & Co. retail stores often have featured a lot of men, most of …
Exchanging a Bottle of Pepsi for a Can of Water? Finding Packaging Solutions to Environmental Commitments
03 Tuesday Sep 2019
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When PepsiCo announced its ambitious plans to ensure all of its packaging material would be recyclable, compostable, or biodegradable by …
A Partnership to Get Healthier Options to Consumers: WW and Blue Apron
25 Monday Mar 2019
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Once praised as a game changer in the eat-at-home market, Blue Apron recently has struggled to stay afloat, as subscribers …
