Every product manager I have ever seen sees his/her pack change, flavor extension, or new size as an innovation, and every marketing manager who lets this mediocre stuff take up valuable time, the only resource that is really irreplaceable, is culpable.
Sometimes, just sometimes, a genuine innovation emerges, and the common feature is that they almost always emerge from a culture that values their own resources, and that of their customers to the exclusion of all the usual puffery. What is left is the genuine hyping of something new, that needs at least some explanation, as it does not fit into any existing, neat categories.
Apple, Ideo, Cisco, Toyota, and a few others do it, others try and copy, change the look, but the value proposition is a copy. There is a new calculus of innovation easy enough to see if you know what to look for, really hard to do.