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Conveying a premium image for Sunkist

Private label orange juice producer Lykes-Pasco, based in Dade City, FL, hopes that by licensing the Sunkist brand name and using it prominently on its package, it can be successful with a new premium-branded orange juice.
FILED IN:  Applications  > Beverage  > Drinks  > Juice

Package graphics developed by design firm Gerstman+Meyers (New York NY) really had to stand out on the shelf while conveying a premium image says Lykes-Pasco marketing vp John Bauer. "In the category there is a sea of green white and orange especially in the premium segment" he notes. Interestingly however initial designs which Bauer says were "real far out very colorful" were rejected by consumers as being more indicative of a juice drink rather than a 100% juice. "We had to come back and really root the design in a solid-quality look and feel" says Bauer. The design consists of a white background with an oversized photographic image of an orange wedge squeezing out a splash of juice. Graphics are nearly identical on front and back. The litho-printed 1/2-gal gabletop cartons are supplied by International Paper's Liquid Packaging Div. (Memphis TN). A screw cap fitment on the other side of the carton in this photo is applied in-line. The juice is currently sold in Buffalo NY Jacksonville FL and eastern Canada for $2.50 to $3.00 depending on the market.

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