I find these projects very interesting because they’re primarily there for the purposes of enhancing the reputation of the brand. It’s very hard to bring packaging innovations to market. But, it’s a lot easier to publicize smaller explorations. Heineken has been doing this for a few years now with great success and now Coca Cola.
They really can’t change the product and commercializing innovations are very complex and often slow to market. Do you guys think most consumers will percieve them as a more innovative company with these projects?