JUST NOTICEABLE DIFFERENCE (JND)

 JND refers to the smallest difference in intensity between two stimuli that a
person can detect.
 Coca Cola has used JND to redesign their packaging and logo throughout its
journey as a marketing and differentiation strategy.
 The Coca Cola bottle has gone through more than 8 packaging redesigns
whereas the aluminium cans have gone through 18 packaging redesigns. The
logo has been redesigned over 12 times.
 The first bottle of coke was created in 1899. It was straight sided and came
with a metal stopper. By 50’s, the shape of coke evolved into the bottle we
see today which is known as the “Contour Bottle”.
COKE BOTTLE EVOLUTION
COKE CAN EVOLUTION
COCA COLA LOGO EVOLUTION
SHARE A COKE (JND)

 Coke launched a marketing campaign ”share a coke” to build a more personal relationships with its
customers and share moments of happiness. The campaign was first launched in Australia in 2011.
 It involved replacing the traditional wrapping to say share a coke with “ a popular name”.
 It was launched in Pakistan in 2014.