On Developing Trends

March 1, 2007
/ Print / Reprints /
/ Text Size+
On Developing Trends

Everything old is new again
Looking to the past for marketing inspiration is nothing new. The “rise of retro” can likely be credited to boomers pining for the brands of their youth. But experts say the trend is also a consequence of our increasingly turbulent society. We most recently reported on this trend in the March 2006 issue of BRANDPACKAGING (archives at www.brandpackaging.com).
Anheuser–Busch is introducing Michelob Lager and Michelob Light in redesigned embossed teardrop bottles based on the original package launched in 1961. The new packaging signals a move to tap the brand’s heritage, which will also extend to product formulation. Michelob was originally an all-malt beer when it was first brewed in 1896. Drawing on that tradition, Michelob will again be brewed using 100 percent malt.
“The teardrop bottle was originally created to make the beer immediately identifiable in even a darkened bar or restaurant, and we’re going back to those roots,” says Eduardo Pereda, director of marketing, Michelob Family, Anheuser-Busch. “We think the tradition of the new bottles and the all-malt recipes will give adult beer drinkers two great reasons to rediscover Michelob.”
At the time of its creation, the teardrop bottle was described by industry journalists as a revolutionary packaging innovation. The unique bottle was designed to be recognizable in the low lighting of a lounge, while also appropriate for home dining and entertainment. The resulting teardrop bottle shape also balanced well with an easy grip for pouring.
Michelob’s new teardrop bottle is being supported by national television, print, radio and outdoor advertising focusing on the new packaging.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products



facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus