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Article | June 30, 2001
Packaging for the new Jack Daniel’s Grilling Sauce was designed to show consumers that the product can be as good over grilled food as Jack Daniel’s whiskey is over ice.
Package designers at Libby Perszyk Kathman (Cincinnati OH) recognized the time-earned trust that exists in the well-known brand design and leveraged it into the package design of the grilling sauce. “We were able to establish an immediate sense of confidence and credibility in the new product segment” says John Recker vice president and director of brand strategy at LPK. Available in three 16-oz varieties Jack Daniel’s Grilling Sauce is decorated with a label that includes equities from the whiskey brand as well as a new original illustration. Designers chose jewel-tone colors as versioning tools to connote rich taste. The pressure-sensitive label is offset-printed in eight colors. Suggested retail price for Jack Daniel’s Grilling Sauce is $2.49.
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