Build Price Pack Architecture around ‘demand moments’
Remember when Coca-Cola first came out with mini cans? Who doesn’t? A significant, strategic re-architecture of the packaging mix, it “reinvented” the business at a time when consumption had tanked. The Washington Post labeled them “Coca-Cola’s clever new trick,” but health-conscious consumers drank them up, willing to pay more per ounce, driving sales and profitability.