OCEAN DRIVE
STYLE
The new Avalon Hotel puts the excitement of
Ocean Drive at your doorstep. Features
include complimentary breakfast, quilted
down comforters, unlimited WiFi and more.
There’s also our award winning restaurant, “A
Fish Called Avalon” offering local seafood
with a delicious tropical flare. Come, be part
of Ocean Drive at the Avalon.
700 Ocean Drive
Miami Beach, Florida
800-933-3306
www.southbeachhotels.com
LOCB EAA CTH FIROO NNT
At the South Seas Hotel, the vibrance of
South Beach surrounds you. Just one block
away is the Convention Center. Just two
blocks the shops & cafes of Lincoln Road.
On premise, enjoy guest rooms with quilted down comforters, complimentary breakfast buffet, unlimited WiFi, and for lunch or
dinner, our convenient poolside cafe & bar.
1751 Collins Avenue
Miami Beach, Florida
800-345-2678
of tuna buyers 65 and older buy cans
with pull-off tabs, versus 11 percent of
other shoppers.
A brand may brandish too many iden-tities, thereby weakening its message.
That’s why Betty Crocker retooled its
look in 2002. After RCA adopted a single
visual language in 1998—the same logo,
typefaces, colors and copy style—the
brand gained a 14 percent hike in sales
within a year, Deal says. “Ten years later,
those standards are still in place.”
researchers Cheskin of Redwood Shores,
Calif., tested 7-Up in cans with more
yellow or green hues. Despite the same
drink within, tasters reported more lime
or lemon flavor—and protested.
Forms Figure into Sales
A container’s material and shape can
invigorate sales, as did the “milk chugs,”
hourglass plastic containers that Dean
Foods Co. used to replace traditional
mini-cartons. Within a year of the 1997
launch, convenience stores and vending
stores added the milk chugs line. White
milk sales jumped by a fourth and chocolate milk’s sales doubled, reports the
American Marketing Association.
Just switching tomato sauce from
metal to a glass jar, or ice cream from a
rectangular to round tub, may make us
feel the products merit a higher price.
They remind us of our granny’s cooking,
reports Cheskin CEO and principal Dar-rel K. Rhea. “When we decide in the blink
of an eye whether or not food tastes
good, we’re reacting not only to the evidence from our taste buds and salivary
glands, but also to the evidence of our
eyes, memories and imaginations.”
A beautiful
friendship
And to think, says Marguerite Copel,
Dean’s vice president of corporate
communications, “We made the change
because we needed a container that fit
into cup holders.”
PRODUCT:
Cherry Coke
BIG IDEA:
Find a hip partner to give
your product new sheen.
More recently, a sister line, White
Waves’ International Delights, created
penguin-shaped bottles to appeal to
younger kids.
“They’re fun, attention-getting—and
increased sales,” Copel says.
Coca-Cola’s Cherry Coke
seems urban and young for
a reason. Rapper Jay-Z’s
Rocawear helped with last
February’s redesign, the
cherry-flavored cola’s first
new look in five years.
Its official launch? New York’s
Fashion Week, naturally.
A new form figured into Herbal Essences’ recent redesign, reports the Institute
o f Packaging Professionals. Not only are
the curvy containers “hand candy,” they
appear to “dance” on the shelves. Also
vital to the product’s success was redefining the hair products’ organic image from
“granola and Birkenstocks” to “alive and
juicy.” The brand’s dollar share promptly
rose 9 percent in the grooming field.
The smallest changes can speak
volumes—or backfire, as when market
