Pepsi, Kleenex and Coors Light are among the top marketers whose regularly changing packaging has become a new ad vehicle meant to combat consumers' lack of attention to traditional TV spots and ads. "The media is fragmented, and we can't find people -- we can't get them to sit down and listen to our argument on a television spot," said Jerry Kathman, chief executive of branding shop LPK, Cincinnati. "The package can convey that argument."

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