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Article | November 30, 2001
Teens assigned to Hawaiian Punch
In an effort to give its venerable fruit punch drink a hip packaging design, Hawaiian Punch is turning to its core consumers: teenagers. Hawaiian Punch is a brand of Plano, TX-based Dr Pepper/Seven Up, a subsidiary of Cadbury Schweppes plc.
In October the company announced a month-long Message on a Bottle design contest that ran through mid-November on the www.bolt.com Web site. The Bolt Web site for 15- to 24-year-olds allows young adults to interact on topics that interest them. Bolt Inc. describes its site as the gateway for marketers looking to establish a dialogue with young adults. Hawaiian Punch encouraged teens nationwide to submit design ideas for the label for a 20-oz bottle. On the site visitors could download files of the brands logo and trademarked Punchy character well-known to a slightly more senior audience for his rhetorical question How about a nice Hawaiian Punch? The logo and character must be incorporated into the design which could be mailed or e-mailed back to Bolt. Prizes will be awarded to four entries which will be refined into final designs and posted on the Bolt Web sitenext February. Teens will then select the final package design to replace current packaging graphics across the products entire line including 2-L containers 12-oz cans and can cartons. The design will also be featured on 64-oz and 128-oz plastic bottles 6.75-oz juice boxes and pouches. Hawaiian Punchs current packaging design [shown] was developed nearly five years ago so its time to update the brands image and make it more relevant to our core consumersteens says Matt Smith brand manager for Hawaiian Punch. Todays teenagers define what is hip and cool in the marketplace so who better to help design our new packaging than these trend-setting young adults. (JB)
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