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Our makeover column features dramatic rebranding initiatives where packaging is central to the strategy. This month, we look at a Wisconsin confection company.
For established brands, many shoppers come to the shelf looking for the product-and the primary role of the packaging is to ensure recognition that it is indeed the brand and product people know and trust. But new product packaging, faces a different (and far more demanding) set of challenges.
Miller Lite is testing a 16oz aluminum pint bottle throughout much of the Midwest and South through the end of the year, focusing on the convenience retail channel.
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