Coors Artic Ice Displays Feature Holographic Paper

When Coors Brewing Co. jumped into the popular ice beer category with its Artic Ice brand, it wanted an eye-catching design for the label. The Golden, Colo.-based company came up with the first holographic label in the beer market, a glittering collage of geometric shapes set behind the Artic Ice logo that creates a three-dimensional look. The holographic theme has been incorporated into two point-of-purchase displays as well: a neon wall sign and an illuminated back-bar bottle glorifier."Coors Artic Ice" is lit up in red and blue neon on the wall sign; mirroring the label, the logo is set in front of a black plastic triangle edged in holographic paper. The back-bar bottle glorifier does not use neon; the clear acrylic "ice" on which the bottle sits is lit by a fluorescent bulb in the unit's base. The back panel, also made from acrylic, shows a close-up of an Artic Ice bottle on a background of glittery holographic shapes. A real bottle fits into the false ice on the left side. Across the front of the black base runs Artic Ice's slogan: "Nothing's Bolder. Nothing's Colder."The design of both pieces has worked well in the past for other Coors beers. But the holographic paper sets these displays apart, says Barb Gasper, new product development manager for Coors. "The paper adds movement and light to them," she says. "The holograms look like icicles when they're illuminated. Using them was a good way for us to break through the clutter of other beer signs."Both signs were designed by the Integer Group in Golden, Colo., and manufactured by Everbrite Inc., Greenfield, Wis. The signs were introduced in test markets with the beer in February 1994, and went into national distribution in January of this year. Gasper says the response from retailers has been excellent.

P2PI MEMBERS

JOIN P2PI

You May Also Like

LG Showcases New Fridge at Immersive Speakeasy Event

In-Store Experience: Gangnam Market