Abstract:

When executed on packaging, design is also the last asset to be noticed, seen and engaged with before a brand or product is acquired. Not only does it constitute the last mile of exposure, but also the most valuable, owned and always-on asset a brand can possess. It?s the materialisation of the brand world?one of the vehicles of its essence and promise?a strong mean to build mental and physical availability and often left to do the heavy lifting when all other mediums are inactive. At the Coca-Cola Company, our portfolio is made of billion-dollar brands, some of which have significant distinctive assets that enable us to breakthrough in our operating environments.