In an interview in the June 7th 1999 edition of Business Week, Sergio Zyman was asked "How about the most underappreciated marketing tactic available today?. He answered "packaging." "This is the loudest possible ad vehicle you have-it's right there in the store when you are standing there with your money. But, I see very few people really trying to market with their packaging. Go down the cereal aisle: They all look the same. The pasta aisle, same. Frito-Lay is one of the few companies constantly updating its packaging. This is a place to activate the consumer's impulse to buy."

Sergio has written a book called the The End Of Marketing As We Know It. He talks about the clever tactics that he used to market Coke.

I read the book. It's an excellent read.

Jeff Bertrand

please email at jhbertrand@aol.com with your comments on this idea.