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Article | March 31, 2004
Whoops labels communicate refreshment
A new fruit-based drink line in Brazil, Whoops, has been launched by Norim indústria e Comércio Ltda, São Paolo, with the help of Prodesmaq Ind. Gráphica Ltda., in the same city.
Available in six flavors, Whoops comes in 473-mL glass bottles from Cisper, an Owens-Illinois-affiliated glassmaker that also applies the front and back p-s labels supplied by Prodesmaq. The labels are 2 to 2.6 mils of polypropylene, screen-printed in two colors, and offset-printed in five colors. A process restructuring at the converter resulted in higher production speeds and a subsequent cost reducation, says Clélia De Marco, marketing manager at Prodesmaq.
At the launch, Cisper supplied the bottles prelabeled on a machine furnished from Prodesmaq. However, says Norim chief executive officer José Ruy Alvarez Filho, the beverage company planned to bring labeling in-house in March.Learn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
The line of hot-filled beverages is sold in supermarkets, convenience stores and other small businesses, both off the shelf and refrigerated, Alvarez says. “The marketplace has reacted very positively to these new products,” he says, “and we have already reached distribution in the most important markets of Brazil, São Paolo, and Rio de Janeiro.”
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