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Article | January 3, 2011
Package helps sell benefits of crystal-based hydration product
All-natural crystals promote health and hydration, and package graphics signal YZ’s effervescent properties.
Tower Laboratories is quenching consumers’ ever-growing thirst for proactive health products with YZ (pronounced “wise”) All-Natural Hydravescent Crystals. Tower Laboratories is a division of Towers Brands and a manufacturer of private-label effervescent products, including denture cleaners, analgesic antacids, and bath tablets. Seeking a way to extend its proprietary effervescent technology, Tower Laboratories turned to branding firm CBX to help innovate new product ideas. The branding team decided to focus on the category of proactive health and hydration for the application of Tower Laboratories’ technology. The YZ brand that grew out of this research includes All Natural Hydravscent Crystals, which are added to water to proactively foster good health. The line consists of three products: Immunity (Orange Mango Pineapple), Antioxidant (Raspberry Green Tea), and Digestive Health (Lemon Ginger). The crystals contain 20 calories per serving, respond to a variety of health issues, and feature electrolytes to aid hydration.The product comes in seven “stick” packets inside a carton. A color-coded logo and benefit bar—green for the Antioxidant packs, orange for the Immunity packs, and yellow for Digestive Health packs—make it easy to understand the benefits and clearly differentiate the products. Luscious and natural fruit photography further communicates each flavor. The brand name appears on the front carton, placed inside a circular logo surrounded by bubbles to signal the product’s effervescent nature. A narrative about the benefits of the bubbles runs along the side of the package. “While there are many other water-enhancing products on the market, the effervescent bubbles in YZ are actually better, as they help to disperse ingredients quickly and evenly,” says Henry McInerney, Tower Brands CEO. YZ products are available online, at Connecticut specialty retail stores, and in health clubs and Pilates studios across the nation. In addition, Outthink, Tower Brands’ marketing firm, developed innovative ways to introduce the YZ to the target audience. One of them involves working in conjunction with a sports nutritionist to launch a grass-roots campaign leveraging social media marketing, online sampling, and couponing.
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