There has been a lot of blog buzz surrounding the “Next Generation Coke Packaging” by student Andrew Kim. A smart looking design, marrying graphic impact and simplicity. It is pretty easy to imagine it becoming a fully commercialized idea.

But…let’s get practical from a brand perspective.

In today’s marketplace, the major concern for global brands is to provide a more meaningful and compelling promise versus private label—not to mention other competitive brands. To win at shelf, brands—especially Coke—have invested in strengthening their proprietary difference; they need to be unique to be preferred.