Innovation theater: not the newest Broadway trend

Oooh. Wasn’t it exciting to see at the shops the other day: coca cola has a new can size. And Oreos now come in pink and green for springtime. Have you looked at these items and thought: how on earth did anyone think that would solve the world’s problems? Or, create a new market need? Does creating a new soda can size actually increase a company’s sales? What’s the value created by offering 12 colors of a consumer product, say a KitchenAid mixer, rather than 4?