• Packaging is more than a container for the product; it can be a powerful marketing tool. 
  • Marketers should focus on strategically using packaging in their marketing strategy. 

Capitalizing on packaging is a comprehensive marketing strategy that includes packaging as a vital component in boosting sales and brand awareness. Marketers must understand that the packaging is more than just a box or container that delivers the product; it is an extension of the marketing message.

When a customer is browsing the aisles of a crowded store shelf, products with striking and attractive packaging are more likely to get picked. It can also create a strong first impression, convey the brand story, stand out in the competitive marketplace, and spark social media sharing. 

Marketers should focus on design and invest in creative and high-quality materials. They should also consider the packaging’s functionality, providing a unique unboxing experience, and how it can be an informative and compelling tool for storytelling. Nowadays, customers are environmentally conscious and value sustainability, ensuring that packaging can be beneficial. 

How did Coca-Cola, through its Contour Bottle, Play a masterstroke in the “Capitalizing on the Packaging” Strategy? 

In 1915, Coca-Cola came up with its iconic contour bottle design. Experts say it wasn’t done for purely aesthetic reasons but aimed at being distinct and functional. It was the time of generic bottles, and every beverage manufacturer provided nearly similar bottles. The contour bottle, with its curvy designs, stood out and made it easily recognizable even in silhouette.

Eventually, the contour bottle became synonymous with the Coca-Cola brand and mitigated the need for extensive branding on the bottle itself. The intelligent design offered comfortable hold and grip, unlike its straight counterparts, smooth curves also made it easier to clean and fill on the production line. Eventually, in 1961, Coca-Cola secured the trademark for the bottle, further solidifying its association with the brand. 

The Packaging Evolution for the Global Market

Coca-Cola understands the importance and uniqueness of the core design while keeping options open for adoption. Over time, they have included size variations from single-serve to large family-sized bottles, allowing the beverage giant to cater to diverse consumption needs and budgets. 

Later, the brand worked on providing limited-edition packaging specially designed for holidays, events, or collaborations. This helped them create a sense of collectibility and piqued consumers’ interest. In some select marketplaces, Coca-Cola incorporates its local language or cultural symbols into its packaging, thereby establishing a connection with the regional audience. 

Packaging as a Marketing Tool & Sustainability Efforts

Coca-Cola is a master at using its packaging as a communication tool. The iconic red background with the white script logo is world-famous and is prominently displayed on packaging, reinforcing the brand identity. This is a prime example of how packaging can be successfully used for brand promotion, announcing contests, loyalty programs, and limited-edition flavors, all aimed at driving engagement. 

Being environmentally conscious, the beverage giant has embraced many sustainable packaging initiatives. They actively use recyclable materials, further demonstrating the brand’s environmental responsibility and helping it resonate with eco-friendly consumers. In some regions, Coca-Cola offers refillable glass bottles, significantly reducing waste and promoting the reusable packaging model. 

How has Coca-Cola Benefited from this Strategy?

The beverage giant hit several marketing goals by strategically using the packaging as a marketing tool. The contour bottle’s popularity is instantly identifiable, making the brand stand out from crowded shelves. The red color and classic design allow them to evoke positive emotions of happiness, refreshment and nostalgia. 

Including several variations in packaging, the brand was able to cater to diverse consumer needs and specific market preferences. Focusing on sustainable practices like recycling and refillable options reinforced the brand’s environmental responsibility. Using packaging as a communication channel helped promote and portray strong brand messages. 

How can a Brand Capitalize on the Packaging? 

The core concept of capitalizing on packaging is a comprehensive marketing strategy that uses the principles of product packaging as a tool to drive sales and brand awareness. It focuses on portraying that the package is more than a container for the product and making it an integrated part of the marketing message.

Why Packaging Matters? 

Marketers must understand that packaging is often the first physical touchpoint a consumer has with your brand and should be taken seriously. Attractive and well-designed packaging can grab attention, create a positive impression, and influence purchase decisions. 

Packaging can be a powerful tool for communicating the brand story, values, and personality with the target audience. It can do this through various mediums, such as visuals, colors, fonts, and even the materials used to make it. Packaging can boost shelf appeal in crowded retail environments. 

Brands can stand out from the crowd by using compelling, eye-catching designs. Packaging can also enhance the customer experience if it is easy to open, use, and store. It also has the potential to add a sense of occasion or delight when opening the product. In today’s digital age, visually appealing and unique packaging that can be shared on social media helps in brand promotion. 

Different Ways to Capitalize on the Packaging?

If a brand wishes to incorporate this Strategy into its business, it must invest in high-quality, creative design that reflects the brand identity and resonates with the target audience. It can use sustainable materials, interesting shapes, and interactive elements. 

Focusing on functionality and ease of use helps protect the product during transport and storage, facilitating logistics. Moreover, it should also be easy to open and close. If the brand provides a memorable unboxing experience, it’s an added benefit. For example, Nothing Phones provided a unique unboxing experience. 

Marketers can also use packaging as a medium of communication, sharing information and storytelling. This can be done through clear and crisp labeling, exciting graphics, and printed messages. As consumers are leaning towards sustainability, using eco-friendly materials and minimizing packaging waste can provide additional benefits for the brand. 

Pros and Cons of “Capitalizing on Packaging” Marketing Strategy

Like every marketing strategy, the “Capitalizing on Packaging” marketing strategy has pros and cons, as discussed below. 


Attractive packaging helps grab the audience’s attention, create a positive brand image, and differentiate your product from competitors. It can increase sales, boost brand awareness, and engage customers, especially impulse-purchasing buyers. Functional and well-designed packaging could make products more accessible to use, store, and open, enhancing the customer experience.

Packaging can be a valuable tool for stronger brand storytelling. It can easily portray a brand story, values, and personality, facilitating the connection with consumers on an emotional level and building brand affinity. Sometimes, unique and visually appealing packaging is shared on social media, giving brands free promotion and helping them reach wider audiences. Using sustainable packaging practices can have a positive impact on audience consciousness. 


High-quality and creative packaging and sustainable materials can be more costly than traditional packaging, requiring significant upfront investment. Sometimes, getting caught up in creating “Perfect” packaging is easy, forcing brands to overspend on unnecessary features.

Designing and producing unique packaging for your product can be daunting, especially for small businesses. Packaging trends change over time, and even if staying modern is good, overtly trendy packaging tends to be outdated sooner. Even the “eco-friendly” packaging has some environmental impact. Hence, they should consider the entire lifecycle and choose genuinely sustainable materials. 
In conclusion, the “Capitalize on the Packaging” marketing strategy can be a powerful tool for increasing sales, brand awareness, and customer loyalty. The Strategy can be more effective if it aligns with the brand identity and narrative, and it can resonate with the target audience if implemented thoughtfully.