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Yes, You Can

Good things come in creative packages.

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This story appears in the May 1998 issue of Entrepreneur. Subscribe »

You may not be able to judge a book by its cover, but don't kid yourself: Presentation counts. Knowing this, creative minds in the business world are fos-tering a can-do attitude by marketing their wares in metallic containers reminiscent of, say, Spam or soup cans. It's unconventional, yes, but that's precisely what makes it so clever.

"It makes the product stand out on the shelf," says Bob MacKerricher, whose Blaine, Washington, Northern Gifts Inc. sells a line of plush animals in cans. "When most people look at them, they smile. So that's kind of a nice feature."

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