1. Refreshing packaging

    Posted by Steve on Feb 01st 2013 in: Refreshing packaging, Water & Soft drinks

    Refreshing Packaging Icelandic Water Bottles

    Last time we looked at appetite appeal in food packs, but what’s the equivalent for drinks? Refreshment, of course, but what exactly does that look like? And how can you brand it, thus refreshing the parts (of the consumer mind) that Private Label cannot reach? Twist off the cap and pour yourself a long, cool…

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  2. Glass half-full

    Posted by Steve on Feb 01st 2013 in: Refreshing packaging, Water & Soft drinks

    Fruit Juice Packages on a Supermarket shelf

    Two strategies on display here, with Marks & Spencer deciding that beetroot and carrot might not quite cut it as symbols of refreshment, so we’ll have transparency. Looks healthy and fresh, job done. One shelf down we’ve got the story of ‘what this product looked like just before we liquidised it’. Pretty tasty and fresh…

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  3. Tropicana and Innocent Fruit Juice Bottles

    Many years ago Pepsico’s Tropicana converted the gable-top milk carton into a juice container, instantly transferring freshness and health values to their brand. By now they’ve got the appearance of fresh-looking fruit down to a fine art. Perhaps a bit too fine for today’s authenticity-seeking consumer, but it’s still a class act. Meanwhile Coke entered…

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  4. Clarity of purpose

    Posted by Steve on Feb 01st 2013 in: Refreshing packaging, Water & Soft drinks

    Shloer Grape Juice Bottles

    Our old friend Shloer, redesigned by us in 2009, continues to lead the UK adult soft drinks market with double-digit growth in each of the past 3 years. Clever marketing and relevant innovations certainly help, but at the heart of the brand story lies this simple design, combining subtle symbols of sparkling refreshment with the…

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  5. Ice with that?

    Posted by Steve on Feb 01st 2013 in: Refreshing packaging, Water & Soft drinks

    Juices Bottles on Supermarket Shelf

    Ice is quickly associated with being really thirsty, and here’s a brand that has traded on a story of ‘keeping it cool, so you get the best’ for many years. When it launched, Coolbest was uniquely packaged in this tall, slim carton that made ‘big brick’ tetrapaks look a bit passé, but now both the…

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