There’s always time for tea
Celebrating its 40th anniversary, Davidson’s Organic Teas launched a company rebrand featuring redesigned packaging. The new packaging’s rich color effectively highlights the tea’s quality, health benefits and convenience, while the bright color highlights the refinement, grace and maturity Davidson’s has gained from experience and captures the essence of the tea inside, the company says. Additionally, each product category within the major line has its own graphic, each slightly different but unified with all of the others, it adds. “A lot has changed since Davidson’s first started blending spices 40 years ago,” said Kunall D. Patel, co-owner of Davidson’s Organics, in a statement. “And with consumers living a busy lifestyle today, they want simplicity, value, health benefits and convenience all packed into a simple format to make a purchasing decision. Our new packaging design meets all these needs, and provides a visually friendly and clean label for information product benefits, company background, certifications and ingredients.”
A better view
Castle Brands released redesigned bottles and labels for its Knappogue Castle Single Malt Irish Whiskey brand and its three core expressions: 12-year Single Malt Irish Whiskey, 14-year Twin Wood Single Malt Irish Whiskey and 16-year Twin Wood Single Malt Irish Whiskey. The new packaging is a natural evolution for the brand, the company says. The redesign is a complete overhaul that considered every possible component, including the bottle’s shape, fonts, label size, copy and color palate, it adds. The black-and-white drawing of Knappogue Castle, the brand’s namesake, remains on the label, the only consistency from the previous packaging. The hedges have been trimmed in the new image, allowing for better visibility of the castle itself, it adds.
On the next level
Amp Energy announced that it has partnered with Twitch, a social video platform and community for gamers, for a program to encourage Amp Energy fans and the Twitch community to “level up” their gaming experience, the company says. In addition to other marketing efforts related to the program, AMP Energy released limited-edition co-branded Amp Energy and Twitch cans, which marks the first time the Twitch logo has been used on a non-gaming retail product, it adds. The limited-edition cans are available in the Original and Cherry Amp Energy flavors through August. “Amp brings flavor to the energy category so that fans can enjoy the great taste of their energy drinks while they fuel up,” said Greg Lyons, senior vice president of marketing for Amp Energy, in a statement. “Similarly, Amp wants to provide gamers a heightened level of enjoyment by teaming up with Twitch to provide unique experiences and help energize gamers for the challenges they face both in and out of the virtual world.”
Find your style
Dr Pepper kicked off its Pick Your Pepper campaign with the release of hundreds of unique label designs on 20-ounce bottles of Dr Pepper. The summer campaign celebrates millennial self-expression and gives Dr Pepper consumers a chance to let their individuality shine every time they grab a bottle, the company says. The label designs are inspired by various millennial passion-point categories, such as the ’90s Retro Fan, Cat Lover, Vinyl Collector, Fashionista, Gamer and more, it adds. “Individuality is a trait that Dr Pepper always has celebrated and, like our consumers, each of these new labels has its own personality,” said Derek Dabrowski, director of marketing at Dr Pepper, in a statement. “Dr Pepper is known for its one-of-a-kind flavor, and this campaign brings that to life and encourages fans to do the same with each drink.”
Continuing its support for the Lone Survivor Foundation, RumChata released its annual Freedom Bottle this summer. Since the program began in 2014, the RumChata Freedom Bottle has raised more than $485,000 for the foundation, it says. The limited-edition bottles, which featured red, white and blue coloring of the logo, were available through July 4 and each bottle sold benefited the foundation, it adds. “Each year, support keeps growing for the RumChata Freedom Bottle program,” said Tom Maas, RumChata founder and master blender, in a statement. “I am very appreciative of our distributors, retail partners and consumers that continue to get behind our mission to support the Lone Survivor Foundation, and it’s important work.”
Small bottle for a big cause
In its third year, 5-Hour Energy continues to support U.S. military causes with the launch of its limited-edition Extra Strength Cherry red-white-and-blue bottle. This is the first time the Extra Strength Cherry flavor has been featured on the patriotic bottle, as previous years featured the regular-strength Cherry flavor, the company says. For every limited-edition bottle sold through July 31, the company will donate $0.05 to the Special Operations Warrior Foundation (SOWF). “Through the generosity of Living Essentials, the financial support received through the sale of Extra Strength Cherry 5-Hour Energy shots will help us provide college educations to the families of fallen special operations heroes,” said Joseph Maguire, retired vice admiral and SOWF president and chief executive officer,
in a statement.