Why budweiser bowtie can

As expected, they accentuate the positive; nonetheless, they provide material for analysis. Something is unique simply by being one-of-a-kind, which by all accounts, the bowtie can is.

But is it truly innovative? In which essential function of packaging does the innovation reside? Suppose in our analysis we concede that the can is indeed innovative. What objective is the innovation supposed to achieve? Which consumers is Budweiser targeting? Is the company targeting younger drinkers, for example? No matter, the issue is whether the shape of the can positively influences the purchase decision.

The preceding discussion underscores the necessity of getting inside the psyche of the target consumer. Be that as it may, that philosophy should not be interpreted as the death knell for competently conducted package design research.

Budweiser disclosed that the development of the bowtie can started in Considering the final product, was three years impressively short, unduly long, or par for the course? Tough to say. What can be said is that development time is a major component of speed to market; therefore, every company has an incentive to streamline the path from conception to commercialization. That last point is not advocating haste at the expense of due diligence; rather, it acknowledges that sales, market share, and profits can be lost due to avoidable extra time spent in development.

Additionally, the contents of the bowtie can is Budweiser stands to save. Which makes sense because it also has less beer. The difference is mostly insignificant: the new bow tie can carries But the design is no small change, the can requires a step process—10 steps to shape the bottom half, six steps to twist the top portion. Also, the bow tie design has been in development since Budweiser really wanted this to happen. But who wants less beer? The special bow tie edition beer will come in 8 packs starting this Spring Spring is coming this year, right?

I can imagine my thought process now:. I'd walk into the liquor store and immediately pass by all the hurdles of crappy beer and get two 6-packs of something tasty. And how is Anheuser-Busch lowering the per-beer calorie count? It is putting less beer inside each can. Bowtie cans, which will be sold in addition to regular cans rather than replacing them, will hold Cereal boxes, bags of chips, orange juice containers, plastic soda bottles, ice cream cartons—these and countless other goods have been carefully redesigned so that manufacturers can create the illusion consumers are getting the same amount of product, even as the packages hold less than the previous models.