I have been a delighted consumer of beer since 1997, and have experienced the taste of many brands over the years. With evolving taste buds and changes in company at the tables, I have shifted loyalties too; some due to geographical constraints of unavailability of few brands. Anyways, no beer has caught my fancy to the extent of a not-so-far-ago launched brand in India - Tuborg, a beer of Denmark. The main reason of my fascination was beyond its soothing mild flavor; it was the usability innovation in its packaging! And it hit me and my close friends that all these years, we'd never "missed" this neat little way of opening the bottle like a beverage can. The very apparatus that makes drinking a beverage in a can more fun and manageable as compared to a bottle, was simply introduced in the bottled drink.
Wow! The expression is also about the experience you get by the sound made. It's not just a convenience about managing without hunting for an opener. It's the ambiance this creates. Almost invisible cold white fumes emitted after a "puckk!" - just setting the tone right, even for teetotalers. And the makers must have known indeed one of the immediate promotion benefits - the strong recall value about this unique mechanism. The word-of-mouth viral effect I hear was very strong, naturally.
A good watch on usability and user experience - from a beer maker (Tuborg).
Thoughts?
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Very well articulated. I don't think many of us pay so much attention to these aspects of usability while using the products. But these factors sure contribute a lot in making us like or dislike a particular product or brand
ReplyDeleteThanks Radha. It'd be great to have your experience/review on some product sometime.
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