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PET bottle helps Campbell extend V8 brand

Campbell Soup Co. attracted considerable attention in early '96 when it launched a heat-set polyethylene terephthalate bottle for V8 vegetable juice (see PW, Apr.
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'96 p. 2). In May it extended the brand with V8 Splash a carrot-based juice combined with pineapple kiwi lime and mango and once again heat-set PET plays a prominent role. Presumably Campbell could have bottled V8 Splash in the same 46-oz bottle it uses for V8. That would certainly have minimized mold development costs. But the Camden NJ-based marketer apparently shares Coca-Cola's belief in the importance of unique packaging so it developed a custom 46-oz bottle replete with splashes molded into the sidewall for the new carrot-based drink. Campbell doesn't say who produces the bottle but sources indicate it's Schmalbach-Lubeca (Manchester MI) the same firm that produces the PET bottle used for V8. Joining the 46-oz plastic bottle whose suggested retail price is $2.39 is a 16-oz glass container with metal lug closure aimed primarily at convenience stores. It sells for 99¢. When asked if a plastic container for the small size was being considered a Campbell spokesman said yes but wouldn't elaborate.

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