- Contract Packaging
- Leaders in Packaging
Article | October 31, 2003
New product not 'Tabu' in aluminum
When Ontario, Canada-based Vincor Intl. began the process of releasing its Tabu Exotic Citrus beverage into the marketplace, it turned to CCL Container to create the signature brushed aluminum, long-neck bottle.
Out in April 2003 the carbonated vodka-based beverage is sold throughout Canada. “We tried to create an air of mystery that would be consistent with the Tabu name—in the product itself and in the sophisticated yet subtle packaging” says Chris Pfeifer Vincor’s brand manager. To create a cutting edge look CCL came up with a 59mm-dia longneck bottle. “We wanted Tabu to really stand out on the shelf” Pfeifer says. “One way we achieved that is with size. At half a liter Tabu is 50-percent larger than other coolers. The other is with the use of aluminum.” The company also differentiated the line’s two flavors while maintaining the branding by changing the container color. The previously released Forbidden Fruit bottle comes in a natural silver aluminum finish (see www.packworld. com/go/x107) while Exotic Citrus is an earthy bronze. “Exotic Citrus sales are trending above where Forbidden Fruit was at the same time last year” Pfiefer says. —ALR
Related Sponsored Content
E-BOOK SPECIAL REPORT
The 2014 Trends Report
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!