Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
 
Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective  Learn more >>
 
Article |

Coors Banquet beer joins heritage packaging bandwagon

Brewer’s nostalgic packaging is another sign that the trend toward designs that celebrate a brand’s past has legs with consumers.
Print Reprint
FILED IN:  Applications  > Beverage  > Beer
     

Brand owners of some longtime consumer products are trending back to their heritage, presenting those products in packaging that invokes nostalgic feelings about the brand. In the process, the idea is to generate a new generation of loyal consumers.

MillerCoors is a recent example of a brand owner following this marketing approach. The company is celebrating the history of its Coors Banquet western brew with four commemorative heritage cans available through March.

The cans celebrate the brand’s rich history by featuring the actual can designs from 1880 to 1959, complete with the brand’s story.

“Through the release of these heritage cans and the ‘Grab a Piece of the Legend’ program, we’ll continue to celebrate and share our past while creating new stories with our loyal customers,” says Chuck Buckingham, Coors Banquet brand manager.

MillerCoors’ heritage packaging follows a similar approach taken by such companies as Shure, with its SM 57 Instrument Microphones, and WD-40 Co.’s recent turn-back-the-clock packaging.

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

On the Edge Blog

Workforce Development

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.