Download this free, 130-page Package Development Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.
Learn more »»
Article |

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.
FILED IN:  Package Component  > Closures

'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.

Related Sponsored Content

E-Book Special Report
Total Cost of Ownership
Sign up to receive timely updates from our editors and download this E-Book Special Report to learn how to calculate the true Total Cost of Ownership (TCO) of your packaging machinery.


Don't miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
Each newsletter ranges in frequency from once per month to a few times per month at most.