That 'Moment' of Truth: Building Shelf Appeal in Beverage Packaging

Most brand owners of soft drinks and beers, frantically chasing an uptick in market share, hope that moment is aided by the "billboard," the logos and branding on the secondary packaging that enclose the actual product.

"Companies come to us looking for innovation and differentiation," says Bill Cecil, vice president of machinery and operation at MeadWestvaco, a major player in packaging and packaging solutions. "Beverage packaging is flat or declining, especially in developed markets, which includes North America and Europe. Making a package stand out is critical."