New beverage packaging designs for 2010
January 19, 2010
From Coca-Cola’s Mini cans to Monster Energy’s Jumbo DUB edition, new packaging introductions have run the gamut of sizes, materials and aesthetics. In addition, companies, such as Santa Cruz Organic, released redesigned packaging. Read about these and more recent new packaging launches below:
Coca-Cola Mini can
The Coca-Cola Co., Atlanta, debuted its new 90-calorie Mini can in Washington, D.C., and New York in December with a nationwide rollout scheduled for April. The 7.5-ounce Mini options will be sold in 8-packs and will include Coca-Cola, Sprite, Fanta Orange, Cherry Coca-Cola, Barq’s Root Beer and Seagram’s Ginger Ale. In addition, several no- and low-calorie beverages will be released in the Mini Cans, such as Diet Coke, Caffeine-Free Diet Coke, Coke Zero and Sprite Zero. The Coca-Cola Co. launched the calorie-controlled cans as a way to remind people about the importance of moderation and calorie management, the company said, in a statement.
Santa Cruz Organic Soda
Santa Cruz Organic, Chico, Calif., introduced a refreshed logo and new packaging for its Santa Cruz Organic Soda. Formerly sold in 12-ounce cans in traditional six-packs, Santa Cruz Organic Soda will be repackaged in 10.5-ounce cans available in four-pack cardboard carriers. The packaging change reflects consumer demand for contemporary containers and eco-friendly carrying structures, the company said, in a statement. All Santa Cruz Organic products are manufactured with renewable energy.
Monster Energy DUB Edition
Monster Energy partnered with DUB Publishing to develop Monster Energy DUB Edition, which launched in the first 32-ounce resealable Jumbo Cap Can from Ball Corp., Broomfield, Colo. The DUB edition, which is inspired by custom car culture magazine of the same name, features logos for both the Monster Energy and DUB brands as well as a can end with a patented lug-cap closure made by Dayton Systems Group Inc., Miamisburg, Ohio. The edition is aimed at African-American and Latino males ages 18 to 34 years old. The Jumbo Cap Can is resealable, lightweight and 100 percent recyclable.
Pure Pro 50 protein shake
Ball Corp., Broomfield, Colo., also partnered with ABB, Aurora, Ill., to launch Pure Pro 50 ready-to-drink shakes in recloseable lightweight 16-ounce Alumi-Tek aluminum bottles. Pure Pro 50 is the first sports nutrition beverage to be packaged in the Alumi-Tek bottle, Ball Corp. said, in a statement. Five flavors of Pure Pro 50, which provides 50 grams of protein from milk and whey, will be available in the new aluminum bottles.
Rue 333 vodka
Sam’s Club, partnered with New York design consultancy firm Dragon Rouge to develop premium vodka Rue 33. Designed to fit into the premier imported vodka category, the bottle features a frosted background with a see-through effect with images of poplars. The bottle’s red, blue and white color scheme emphasizes the French heritage, said Marcus Hewitt, chief creative officer of the U.S.office of Dragon Rouge, in a statement. The ultra-premium vodka will be branded as Rue 33 and sold in 1.75-liter bottles under Member’s Mark, a Sam’s Club brand.
Stolichnaya vodka unveiled newly designed bottles caps, which are part of the brand’s premium rebranding strategy. In addition to the new metal bottle caps, the William Grant & Sons brand also changed the label to feature updated illustrations with holographic ink, embossed Cyrillic type and a thinner gold banding extended around the bottle. The bottle also is taller and has a refined curve, the company says. The new package is part of a new branding strategy designed to appeal to 25- to 34-year-old urban professional vodka drinkers.
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