Saturday, February 23, 2013

Innovation a Chinese alcohol packaging

In my last article I told you that innovation pays in China as long as it is perceivable.

This bottle is a great example.
To open this Chinese alcohol bottle, you should use the golden key.
The customer insert the key in the cracks and press hard. The cork will then break and reveal a red screw cap inside.

It is a very clever innovation that perfectly matches Chinese customers:
  • It is funny and special: amazing. It has never been seen before
  • The customers, Chinese middle ages men, can use their strength to break the cork. They love it: break, show their strength, their virility
  • It plays with colors: brown outside, a golden key, red inside
  • It is secret, hidden, therefore precious

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