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Article | November 29, 2010
Appletiser achieves the right bottle and the right label--and a 14% sales increase
Appletiser, a South Africa-based premium, nonalcoholic beverage brand, conducted extensive research of its consumers over three continents, and the results led to a new glass bottle with an engaging pressure-sensitive label—and produced a 14% sales increase without compromising production line speeds.
The consumer research produced two major findings:
• The brand was well-liked, but consumers also told the company the packaging was dated and that the 200-mL bottle was too small and uncomfortable to hold.
• Because the target shopper for Appletiser is a modern, spirited, individualistic, and independent woman, a stylish new package and label were imperative for the brand. Beyond that, Appletiser’s production lines produce 50,000 bottles per hour. The traditional paper labels the brand had been using were creating serious limitations at that speed. The new bottle and the label had to be functional without slowing the line.
And, Appletiser contains 100% apples and no preservatives, additives, colorants, or added sugars. As a result, it holds a niche that crosses both the indulgence and health categories in beverages. To capitalize on this dual positioning, the brand sought a package design to convey a premium image for enhanced shelf appeal and to raise consumer awareness by clearly communicating the healthful qualities of the product.
Appletiser opted to redesign its logo and switch to a sleeker, 275-mL green glass bottle, decorated with a six-color label using Fasson® Clear-on-Clear, pressure-sensitive film from Avery Dennison. The label stock is biaxially oriented polypropylene, which conforms to the shape of the new glass bottle to give the brand an expansive billboard, without compromising line speeds.
The label’s premium “no-label” look provides the clarity that enables the new Appletiser logo to stand out more prominently under refrigerator case lighting.
“The new look of Appletiser truly satisfies both the demands of the market and the production line,” says Andrea Shuttleworth, Marketing Manager at Appletiser. “This new bottle and new label allow us to be competitive and showcase the product as an indulgent treat that also happens to be healthy.”
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