Seagram Americas Lenticular P-O-P Toasts the Holidays

The holidays are the time of year when marketers like to put a little extra into their packaging and merchandising in hopes of catching consumers' eyes. Seagram Americas traditionally has created a value-added package with glassware to market its Chivas Regal premium scotch whisky for the holiday season. This year, the New York-based company decided to welcome the new millennium with a couple of firsts in the liquor industry. The company is presenting its holiday packaging with lenticular images on the front. As consumers walk by, the design literally flashes its two brand messages -- first, the company's national ad and then the packages' contents -- using the lenticular printing technique.The inside of the package reveals the second innovation: collector's edition Year 2000 glassware that was custom-designed by Dow & Ruiz, Fairfield, Conn. The four-color printing on the back of the package describes the glassware."This is a new type of packaging and we chose it because it is both unique and contemporary," says Greg Sherwood, Seagram Americas' marketing manager for the Northern region. "The message on the lenticular window has a millennium theme and we're hoping some people will want to hold onto it as a decorative piece."The P-O-P that is accompanying the millennium packaging in off-premise liquor stores and chain stores across the country directly mirrors the packaging. "We were looking for merchandising that would communicate our brand positioning to consumers," says Sherwood. "This is something that is completely different from any other merchandising this or any other holiday season. It should spur incremental sales and help retailers sell product more quickly than they normally would."The program, designed and manufactured by Dow & Ruiz, includes a pole topper for five-to-10 case displays, and a case card for three-to-five case displays. The pole topper can also be used as a ceiling dangler. The pole is removable and eyelet hooks on top allow it to be hung above the packages for a mass stacker.The pieces are made of 60-point foilboard with two lenticular lenses, one on each side, that are attached with double-sided tape. The side boxes are 24-point four-color process foil paper that is embossed. The header is 24-point foilboard that is four-color process printed, embossed and die-cut.According to Emilio Ruiz, the lead designer and senior partner at Dow & Ruiz, the packages and merchandising enable Seagram to communicate two different ideas simultaneously. In order to employ the lenticular technology and a high-quality printing process within a budget, they made the boxes smaller -- which Ruiz says retailers like better anyway -- and used recycled plastic to hold the glasses and bottle inside. "Our goal was to get customers to stop, pick up the package and look at it," he says. "Getting the consumer to notice the product and interact with it is half the battle.""We're trying to change people's perception of what the brand is and, at the same time, recruit younger consumers," says Sherwood. "Most consumers view scotch and Chivas Regal as a brand for their father or gift-giving and not for drinking today. We're trying to bring it into the forefront of younger consumers' minds and appeal to them."

Seagram Americas Lenticular P-O-P Toasts the Holidays

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