Packaging News - July 2011
Juicy new look
Purchase, N.Y.-based PepsiCo’s Trop50 line of reduced-calorie juices re-launched in new clear, curvy bottles featuring pressure-sensitive labels from Mason, Ohio-based Spear USA. The new curves of the bottle are accented by a curvaceous new label from Spear USA that follows the contour of the bottle. The label features bold colors to complement the natural tones of the fruit juice, Spear USA says. The repackaged juice is available in 59-ounce bottles as well as single-serve 12-ounce bottles.
Sleek and mellow
Marley Beverage Co., operating in partnership with Southfield, Mich.-based Viva Beverages, offers its line of Marley’s Mellow Mood lightly carbonated relaxation drinks in 12-ounce Rexam Sleek cans. The skinny cans are designed to help the brand stand out on shelves and offer environmental and sustainability benefits thanks to the recyclability of aluminum, the company says. Also available in ready-to-drink tea varieties, Marley’s Mellow Mood drinks are available in more than 60 markets in the United States and more than 12 countries. Featuring the image of musician Bob Marley, the relaxation beverages donate a portion of its proceeds to 1Love.org, a Marley family non-profit initiative that continues the musician’s legacy, the company says.
Chicago-based MillerCoors brand Keystone Light developed new packaging that transforms into a game of “Canhole.” The brand’s 18-, 24- and 30-pack “stones” transform into a game of “bags” via perforated circles that can be removed for play. The can dividers also feature Canhole tournament brackets and tips and tricks from brand character Keith Stone. Canhole is part of a cross-merchandising partnership Keystone Light has with Jack Links, whose 3-ounce bags of beef jerky can be a tossing tool for the game. Special codes on Keystone Light 24-ounce single-serve cans are designed to drive consumers to an online Canhole game to compete against Keith Stone and Jack Links character Sasquatch.
Roswell, Ga.-based Gila Brew Co., re-launched its CJ Crunk Juce line of flavored malt beverages in new packaging and flavors. The new design targets CJ’s audience of 21- to 29-year-old males and females, the company says. Packaged in 23.5-ounce cans, CJ Crunk Juce features colored bands representing the flavor profiles between the gray gothic text on a distressed black background. The design is intended to help the brand stand out from other flavored malt beverages, the company says. CJ Crunk Juce is available in Fruit Punch, Grape and Watermelon varieties and contains 6 to 12 percent alcohol by volume depending on the market, the company says.
Princeton, N.J.-based Bot Beverages LLC re-launched its enhanced water with new packaging designed to appeal to an adult audience. Formerly positioned as children’s beverages targeted to appeal to moms, Bot’s previous packaging had a white background that used a different color and character to represent each of the low-calorie flavored water varieties. The company has repackaged its existing Key Lime, Valencia Orange, Blue Plum, Mixed Berry, Meyer Lemon and Concord Grape varieties in 16.9-ounce packages featuring primary color blocking with a white dot pattern that is intended to appear modern, friendly and light, according to advertising and design agency TDA_Boulder, which completed the redesign.
Healdsburg, Calif.-based Dry Creek Vineyard released its 2010 Fumé Blanc wine in newly designed bottles that incorporate QR code technology. Consumers with smartphones equipped with QR code readers can scan the image and be taken to a 2-minute video of the winery family discussing the new vintage. In addition to the QR code, the 2010 Fumé Blanc bottle features the image of a sailboat, which reflects the family’s passion for sailing.
‘Summer’ in a can
Dundee Brewing Co., a brand of Rochester, N.Y.-based North American Breweries, rolled out its summer seasonal beer, Dundee Summer Wheat, in 12-ounce cans. The American-style Hefeweizen beer is the first beer in Dundee’s lineup to be packaged in cans, the company says. Dundee Brewer Jim McDermott announced that the brewery is joining the “craft can revolution,” and that the cans preserve the beer’s freshness, quality and authenticity as well as offer portability. Dundee Summer Wheat will be available in 12-pack can packages as well as six-packs of bottles.