April 1, 2006
Wine in a Can…with Style and Substance
Positioned as a high-end wine in a can, Ironwine has set out to prove that consumers will accept unconventional packaging when it delivers convenience and/or value. Ironwine launched its offering in aluminum cans in Argentina and is currently being exported to Colombia and The Netherlands. The packaging is said to protect the wine from light and broaden usage occasions by eliminating both the need for a corkscrew and the use of glass, which is restricted by many venues. The size (almost half a bottle) is ideal for occasions when a single glass of wine is too little and a bottle too much. The package’s clean, trendy design makes the most of the aluminum can’s metallic sheen and features a color-coded band that identifies each varietal: red for the velvety Malbec-Cabernet Sauvignon and green for the complex Chenin Blanc.
Gatorade Hits a Home Run
Pepsi’s Gatorade brand is sporting new packaging in international markets designed to appeal to global consumers and differentiate it from its closest competitor, Powerade. Structural package design firm 4sight (www.4sightinc.com) created a structural branding concept that communicates the equities of the brand by form, function and aesthetics. The firm’s research showed that, unlike consumers in the U.S. who prefer shorter, squat bottles with low tall labels, international markets require different proportions. 4sight created tall, slender and lightweight packaging that communicates the strength and power elements of the brand’s equity. The bottle also features an improved grip area, so it’s easy to hold, and incorporates visual cues from sports equipment to indicate a functional “workout” drink that is used to hydrate the body. Pepsi reports strong sales increases after each introduction: Mexico and the Philippines showed a 50% growth in one year; sales doubled in China; and in Australia, early signs indicate sales are up dramatically.
Fragrance Package Marks the Spot
Unilever’s AXE brand has enjoyed a reputation as an innovator in the men’s fragrance category, and its latest packaging effort is no exception. Axe Unlimited is packaged in a matte black glass container, dubbed the “X Bottle”, that features a large “X” engraved deep into the torso of the container. The contours of the X are rounded, echoing the corners and edges of the bottle. Unilever had clear objectives when it partnered with glass supplier Gerresheimer Group (www.gerresheimer.com) and its subsidiary Tettauer Glashüttenwerke: develop a package that evokes a sensual, soft touch when picked up and position the labels on the sides rather than the front. The team also successfully overcame the challenge of achieving a matte finish that is resistant to fingerprints. And the fragrance itself is also unlikely to disappoint: AXE Unlimited promises an exciting composition with hints of patchouli, leather, musk, wood and moss.
Premium Package Makes Skin Care Masculine
Eight grooming products designed for men, the Boss Skin line is Procter & Gamble’s latest line extension of the Hugo Boss fragrance brand. Designed to help men “look healthier, feel confident and achieve success”, the skincare products are housed in sophisticated and decidedly masculine packaging that resembles an engine piston. The eye-catching containers feature a transparent outer layer, which is attached to an aluminum band (www.seidel.de) embossed with the Hugo Boss logo and a silver inner layer visible underneath. Three products—Revitalising Moisture Cream, Instant Moisture Gel and Perfecting Skin Serum—incorporate an airless dispenser from RPC Wiko (www.rpc-wilko.de).
Three-in-One Capsules Clean, Rinse, Shine Dishes
Aquasol’s Finish Quantum dishwashing detergent delivers convenience and performance in a three-compartment water-soluble package. Each single-use capsule contains separate compartments of micro powder, shine gel and Powerball® cleaning technology for tough stains. A water-soluble lidding film completes and seals the package. Users simply place the capsule in the dishwasher and set the wash cycle. Once activated, the water entering the machine quickly dissolves the film lid and container walls, releasing the active ingredients into the system at the appropriate stage of the cleaning cycle. This water-soluble injection molding technology traces its origins to work by Aquasol in the field of dosage delivery systems for the pharmaceutical industry.