A Colorful Array

Fall is my favorite time of year. I love to walk out my door and see the spectacular foliage of Central Park. On my trip to the office today, I saw dozens of brightly adorned costumed commuters starting tonight’s Halloween festivities early. The Annual West Village Parade is a sight to see. I already got my trick and fright as the dreaded Boston Red Sox won the World Series.

The season was also a busy time for the many trade shows that our BevNET team travels near and far to attend. I went to both Expo East and NACS and saw a panorama of brands, and, both new and old, they were all spruced up. There was a proliferation of new entries, colorful ones at that. At this time of the year, I’m always cognizant of the presentation and look of beverages. To me, the more colorful, the better. I like to see what I am drinking. Going through the shelves at retail is a joy to behold. There is no better way to present brands than to have them boldly displayed. They entice and draw the consumer into their web and elicit trial.

Transparency, literal and figurative, is always good for a product. A pink lemonade should dress the part. As such, whenever possible, you should banner the brand to help the consumer make the connection. The reds, blues, greens and other colors of the spectrum helped to give Jones Soda and dozens of other companies their signature. They were all fun, and added to the drinking experience. That holds true today. Whenever possible, let the sun shine in on what you’re offering.

There are also so many brands that are impractical to have fully displayed. The reality is that products settle, separate and congeal which distracts from a visual display. That is why the shrink wrap came into existence. It is imperative to utilize the wraps and labels to capture what is in the bottle. Again, the more colorful, the better it is. This genre, initiated and led by AriZona, has given beverages their excitement and cache. They are your window to what’s inside. Help the buyer to imagine and understand your brand and be lured into its purchase. I love what has been accomplished in packaging over the years. The graphic treatments, and real life depiction of the ingredients inside, are incredible. If you can’t show the color itself, give them the flavor and feel of what it should be.

There is a giant caveat to my desire for color. The product must taste good. This has been a recurring theme of my columns over the 21 years. It’s all about the product. Too often, the execution and presentation is great but the brand disappoints. Don’t let that happen to you. You must present the entire package to be successful.