Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
 
Download this free, 104-page Labeling Playbook jam-packed with strategies for success, best practices, and pitfalls to avoid.  Learn more >>
Article |

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.
Print Reprint
FILED IN:  Package design  > Structural
     

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.”

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
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!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

On the Edge Blog

Workforce Development

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.