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Coca-Cola gets it, how about you?

Among the more noteworthy trends in packaged goods manufacturing over the past few years has been the push to give packaging a seat at the table.

It’s largely a matter of moving away from a business view that sees packaging as a necessary evil and toward a realization that packaging is an essential arrow in the quiver when it comes to battling for business excellence.

If anyone needs a reminder of the accuracy of this “new” view, be sure to read marketing and design editor Jim George’s page 32 story on private-label packaging. As Jim astutely points out, the nation’s leading retailers are implementing sophisticated package design principles to increase market share for their own-brand product lines. Where once retailers had a “share of wallet mentality,” they’ve now evolved to a “share of mind” scenario, and “share of lifestyle” is on the horizon. There’s a lot at stake, too, when you consider that shoppers now spend about $17 of every $100 on private-label products. Packaging is driving it all.

Further evidence of packaging’s essential role arrived the other day in my Sunday paper, which contained a full-page ad from Coca-Cola. The Atlanta-based beverage giant noted that because Americans are realizing the importance of living a healthy and active lifestyle, Coca-Cola is taking steps to help people achieve their lifestyle goals. The ad then proceeded to identify three specific steps Coke is taking, and two of the three—making information accessible and offering portion-control containers—are strategies that rest squarely on packaging. “Our packaging can be a powerful tool for information,” the ad goes on to say. There seems little doubt that the folks in Atlanta have given packaging a seat at the table.

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