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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 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 brand’s 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 site next February. Teens will then select the final package design to replace current packaging graphics across the product’s 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 Punch’s current packaging design [shown] was developed nearly five years ago, so it’s time to update the brand’s image and make it more relevant to our core consumers—teens,” says Matt Smith, brand manager for Hawaiian Punch. “Today’s 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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