Market Driven Innovations

July 1, 2007
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Heineken Slims Down
Heineken USA has released Heineken Premium Light beer in a 12-ounce slim can. The brand says the new format gives beer drinkers more choice and an opportunity to trade up. Andy Glaser, director for Heineken Brand, Heineken USA, explains, “Particularly in the summer months, beer drinkers look for ways to enjoy their favorite beverages in outdoor locations that may not allow glass packaging. The new Heineken Premium Light 12-ounce slim can now enables them to enjoy a light beer with Heineken’s image and cachet, no matter what the setting.” The slimmer, taller structure carries visual elements from the Heineken Premium Light bottle, including a vertical logo that maintains a premium look and feel. Heineken Premium Light 12-ounce cans are available in both a 12-count “fridge pack” and a 24-pack “suitcase”.
Ice Cream. Clearly.
Swirls, a new line of ice cream that just launched for Breyers, takes advantage of new technology that churns ice cream with a variety of toppings. Smith Design (www.smithdesign.com), a brand design firm with offices on both coasts, created the identity and package design for the line of six quart-sized flavors. Unique to the brand and the ice cream category overall is the product’s clear package structure, which serves to highlight the product’s swirl effect. A whimsical logo and colorful illustrations of fruits and toppings make up a contrasting label design. Breyers Swirls ice cream hits store shelves this month.
Bring home the (fresh) bacon
Oscar Mayer Center Cut Bacon now comes in a “stay-fresh” reclosable tray, a storage-friendly package that is said to keep the last slice of bacon as fresh as the first. “We listened to people’s concerns about traditional bacon packaging,” said Beth Goeddel, Oscar Mayer senior brand manager. “We are thrilled to provide an innovative and practical solution that sets the standard for bacon product packaging.” Available nationwide beginning in July, the product is found in the refrigerated meat case and sells at an average cost of $3.99. Oscar Mayer was the first to introduce packaged, sliced bacon—doing so back in 1924.
New face for pet products
Spectrum Brands’ 8 in 1 has launched a new line of packaging for its Target-branded bird and small animal foods. With designs from New York-based Disc Graphics (www.discgraphics.com), the new packaging elevates the category and conveys style to the brand’s value-priced products. “Each bird and animal type had to be clearly communicated,” explains Nina Lombardo, creative director for Spectrum Brands. “We intentionally avoided too many bullet points, making it easier to read.” With prominent graphics of the animal intended to consume the product and bright botanical backgrounds, the design conveys the freshness of the product and engages the consumer at the same time.
Going beyond organic
Lucini Italia has teamed up with Manhattan-based design agency Miloby Ideasystem   (www.miloby.com) to create packaging for its limited production, single-estate Tuscan organic olive oil. “Being certified 100 percent organic is an amazing achievement, but it does not tell the whole story,” says Milana Kosovac, a design agency partner. “We wanted to move the consumer experience beyond a technical designation.” The old-world packaging design reflects the brand’s use of Tuscan traditions in creating an olive oil that is green and full, with a distinct peppery finish said to be ideal for cooking and drizzling. Lucini Italia pushes the organic envelope even further with an on-pack recommendation by health guru Dr. Andrew Weil.
Going beyond organic
Lucini Italia has teamed up with Manhattan-based design agency Miloby Ideasystem   (www.miloby.com) to create packaging for its limited production, single-estate Tuscan organic olive oil. “Being certified 100 percent organic is an amazing achievement, but it does not tell the whole story,” says Milana Kosovac, a design agency partner. “We wanted to move the consumer experience beyond a technical designation.” The old-world packaging design reflects the brand’s use of Tuscan traditions in creating an olive oil that is green and full, with a distinct peppery finish said to be ideal for cooking and drizzling. Lucini Italia pushes the organic envelope even further with an on-pack recommendation by health guru Dr. Andrew Weil.
“Cool” look for champagne
Champagne Piper-Heidsieck offers retailers nationwide a “cool” new way to merchandise their champagne—the Piper-Heidsieck Cool Box. The brand’s Brut champagne now comes encased in a durable, anti-sweat red reusable container, at no additional cost to the consumer. The isothermal case is designed to keep champagne chilled for more than two hours and helps to retain its aroma, ensuring optimal freshness. The fashionable and functional package also makes it easy to take the champagne on the go. The Cool Box has a suggested retail price of $35.

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