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Article | May 12, 2008
The buzz on the bee bottle
Launched in fall 2007 by Golden Heritage Foods LLC, the Barry’s Busy Bee Pure Honey product, in a 2-oz shaped bottle with a shrink-sleeve label, brings the likeness of animated feature film Bee Movie star, Barry B. Benson, to life.
When asked about the inspiration for the package, Golden Heritage CEO Dwight Stoller says: “Well, first of all, bees are rather small characters. We thought that this would help personify Barry Bee; we thought it added to its ‘cuteness,’ and that children would be more attracted to it. We also saw it as creating a potential for a lower-cost item to be used somewhat as a trial size, which fit with our objective to increase honey consumption by more users, especially young ones.”
The shaped polypropylene squeeze bottle stands 3.5 in. high and is supplied by Berlin Packaging (www.berlinpackaging.com). Sleeve-label graphics were created by Golden Heritage using style guides from DreamWorks Animation. The label is constructed of PETG shrink film and is converted by CL&D Graphics (www.cldgraphics.com), which flexo-prints the material in four process colors plus four spot colors. A white, screw-on, flip-top cap from Seaquist Closures (www.seaquistclosures.com) tops off the bottle.
“This was a new packaging concept and size for us, so the learning curve was significant,” relates Stoller. “One notable challenge was getting the required information and graphics on a very small label.”
The bottle is available across the country in mass-merchandise retail outlets, displayed in a number of formats, including a 36-count-box shelf display, a 96-count sidekick, and a freestanding floor display, that offer a variety of merchandising options. “We like to see this placed somewhere other than the honey section because this product is primarily an impulse purchase,” says Gregory. “When people see this product in front of them, they’re immediately attracted to it, so we like to put it in a high-visibility area. Another reason for placing it somewhere else in the store is the potential to automatically connect it with other usage. We see it do well at checkout, in produce, and in breads and bakery.” The MSRP of the 2-oz product is 99 cents.
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