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

These containers, referred to as secondary packaging, support the functional aspects of the package such as carrying handles and ease of opening and dispensing—but also serve as signage in the store. There's significant value to brand owners when 30 feet of an aisle in WalMart is a six-foot high wall of Coke and Pepsi products. And these billboards can add revenue too. These containers provide the space for all types of cross-over promotions and tie-ins to sports, new movies, related products and more.