In addition to new advertising support, the
43-year-old Diet Pepsi brand received a makeover that features a blue and
silver design. A bold new “diet” font and logo were created to
make the graphics jump off the can. It’s a “modern, slightly
more masculine look that helps the brand appeal to emerging Diet Pepsi
drinkers from Generation X while staying true to loyal fans of all
ages,” the company says. Pepsi-Cola celebrated the new look by
handing out more than 3 million samples and conducting double-blind taste
tests through an outside research firm in cities nationwide on May 3.
Celsius Holdings Inc., Delray Beach, Fla., added
12-ounce cans to the packaging options available for Celsius. The
calorie-burning soda’s can features a sleek design with the same
graphics found on its bottle. Like its bottle counterpart, Celsius cans are
available individually, and also are sold in four-packs.
New shield-like label
Beam Global Spirits & Wine Inc., Deerfield, Ill., developed a new package for Ronrico Rum. The
crest and the year 1860 on the existing Ronrico labels have been preserved
to become the focal point of the new shield-like label, a move away from
the standard rectangular-shaped label used now. The upgrade will be
included on the entire Ronrico line, including its Silver, Gold, Citrus,
Vanilla and Pineapple-Coconut marquees.
Graphic Packaging International Inc., Marietta, Ga.,
matched the advertising slogan for Milwaukee’s Best beer —
“Brewed For a Man’s Taste”— with a carton for the
beer’s Regular, Light and Ice products that are “packaged for a
man’s hand.” Miller Brewing Co. wanted an opening feature that
would achieve three objectives: appeal to the male target audience of
Milwaukee’s Best, improve access to the product and have minimal
impact on production costs. The solution was a variation of GPI’s
Fridge Vendor. The new easy-opening feature, called Rip & Grip, is
promoted to consumers on the package exterior. Additional production costs
are minimal because the 12-can package maintains the existing three row by
four can configuration.
Beverage Industry’s November issue highlights the 100-year advocacy of the American Beverage Association and what’s next for CEO Katherine Lugar and a new plastics initiative, Every Bottle Back. This issue includes a special report on craft beer, an Up Close With feature on PRESS hard cider and what is sparking innovation in natural colors. Read more about how protein is powering up beverages and how warehouses are using WMS and WCS systems to streamline operations. As usual, the latest trends in new products, packaging and ingredients are highlighted.
Check back throughout the month for additional content.