Drink It In

In the beverage industry -- alcoholic and nonalcoholic -- new flavors are constantly introduced, overwhelming consumers with choices. It's here where packaging can reel in a shopper. Consider that even for beer, a category considered to have good brand loyalty, as many as 40% of purchase decisions are made in the store. Here are some of the ways marketers use packaging to get their share of those impulse buys.Water ... for DogsIn the beverage industry -- alcoholic and nonalcoholic -- new flavors are constantly introduced, overwhelming consumers with choices. It's here where packaging can reel in a shopper. Consider that even for beer, a category considered to have good brand loyalty, as many as 40% of purchase decisions are made in the store. Here are some of the ways marketers use packaging to get their share of those impulse buys.Water ... for DogsThe Wetbone Co., Cincinnati, poured a lot of packaging sophistication into what it calls the first water in a pouch for "dogs-on-the-go." This pouch is one of those great examples where shape and structure aren't there just for visual appeal -- they deliver the product's promise.First, the pouch uses shape to gain attention and clearly say that this is a product for a dog. The shaped-pouch mimics the outline of a dog bone, and high-impact graphics reinforce that message.But the sell is in the package's built-in bowl, so the dog's owner can take it anywhere and let Rover get a drink.Here's how it works: The pouch is actually divided into two compartments on the inside. It has a piece of plastic film, about two-thirds of the way up, that forms a barrier between the top and the bottom, except for four small channels where that piece of film is sealed to the package's inside walls.To use the container, the dog walker tears open the top and squeezes the top in one hand to form a small, bowl-shaped container. Then, the user squeezes from the bottom with the other hand, forcing water up from the bottom into the bowl. The concept came from Wetbone co-founders Sue Tyska and Tony Tropea. It took about two years of trials with different pouch configurations to get it right."The most challenging part was the flow rate," says Tyska. "We didn't want a ton of water in the bowl when the consumer first opened the pouch. We needed to find a way to properly move the water from the reservoir into the bowl and do it in a way that would give us a pouch that could be commercially manufactured in a cost-effective way."The pouch has a zipper closure so the user can reclose it, throw it in a handbag or backpack and reuse it later. Wetbone worked with package supplier Ampac Packaging LLC, Cincinnati, and expects to extend the product line, adding dental water with chlorophyll and adding a sports water with electrolytes.It Glows in the Dark! Marketers recognize that packaging has to entice consumers and that doing so requires a constant stream of fresh ideas. That scenario is already developing for metal beer bottles, an innovation that itself is only about two years old. The focus is for on-premise packages where Anheuser-Busch led the way with its sleek 12-ounce bottles for a range of its brands.Now, we are seeing a second generation of metal bottles, with an emphasis on shape to add a "what's new" dimension to the already innovative packaging format. One example is from the Pittsburgh Brewing Co., Pittsburgh, which is using a shaped bottle for its Augustiner Lager. The brand is distributed to clubs and bars in Pittsburgh and surrounding states.Joseph Piccirilli, vice chairman of Pittsburgh Brewing, says the shape of the 16-ounce bottle gives Augustiner a distinctive look, and the bottle's contour also allows more opportunities for creative graphics. One of those graphic opportunities is a logo printed in ink that glows under the ultraviolet lights that are popular in clubs and bars. The bottles are from CCL Container, Hermitage, PA.Six-Pack Gets Quick TurnaroundLewis and Clark Brewing Co., Helena, MT, opted for a nontraditional approach to the six-pack by using what is called a "stretch wrap" of plastic film to hold the pack of bottles together.The film wrap is an alternative to the usual paperboard carriers for beers. It carries bold graphics with flexographic printing, and it has a top coat of varnish for a glossy look and prevents scuffing.According to Max Pigman, the brewery's owner, the sleeve does more than add shelf impact. Given lead times in ordering different packaging, he says the sleeve allows the brewery to launch its Miner's Gold brand quicker than if it had used a more traditional paperboard carrier.The stretch wrap is coupled with a biodegradable ring carrier to give the consumer an easy way to handle the six-pack. Both wrap and ring carrier come from ITW Hi Cone, Itasca, IL.Wateroos Fits Into Kid's CategoryA constant question that packaging designers have to ask when bringing a new brand into an existing category is: "Should the package 'fit in' or 'stand out' in the category?" In the case of Wateroos, the decision was to fit in by using a format that defines the category of kid's beverages.The product itself is a departure in the category of kid's drinks -- it is an unsweetened water from Maddie's Beverage Co., San Francisco. The sugar-free water was launched in the "Original 100% Purified Water" flavor and the apple variety; it was then extended to include berry and grape flavors. It is being marketed for preschoolers as a healthful alternative to the sugary fruit juices.Packaging choice was just as important as the product's wholesome appeal: "As the mom of a young child, I realized that taste and packaging are equally important in making a children's beverage appealing," says Roberta Greenspan, founder and CEO of Maddie's Beverage Co.The result was opting for a 250 ml Tetra Brik aseptic package from Tetra Pak, Vernon Hills, IL The package is essentially a "juice box" and is easy for little hands to hold. It is portable and portion-sized for preschoolers. And the animated characters on the packaging provide a fun element.Wateroos has a suggested retail price of $3.29 for a six-pack carton of 8-ounce pouches. The cartons provide a canvas for colorful illustrations of animated characters. Options include Puddles the Penguin (original), Tank the Turtle (apple), Gurgles the Gator (berry), and Half-Pint the Hippo (grape).Jim Peters has more than 25 years in the packaging field and is the Director of Education for the Institute of Packaging Professionals.

Drink It In

P2PI MEMBERS

JOIN P2PI

Related Topics

Related Images

Business Topic

Company

Market Segment