In examining the Marlboro Black phenomenon and other packaging and marketing strategies that have appealed to millennials, researchers have come up with multiple hot buttons ...
Is black the new black? Coke Zero’s distinctive black packaging could very well be part of its successful recipe. Black branding lends an air of sophistication, a masculine appeal and—at least in the case of Coca-Cola—a way to differentiate it from other products in the brand family.
Besides packaging, Forbes magazine compiled an additional list of marketing attributes. Topping that list was technology and gaming, which appeals to a generation that grew up on PlayStation and Xbox.