Maximizing its Orbitz

Orbitz, the new beverage that employs patent-pending "suspension technology" to keep "vegetable-based gel spheres" floating within it, hardly needs a fancy package to get attention.

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Yet developing a package that would "optimize the product" was critical for Clearly Canadian, based in Vancouver, British Columbia, Canada. "We wanted to make sure the ten-ounce bottle wouldn't get dwarfed on the shelf," says director of marketing Jonathan Cronin. So Karacters Design Group (Vancouv- er, British Columbia, Canada) designed a clear, pressure-sensitive, polypropylene film label that includes some upside-down text. This requires that consumers turn the bottle around to read it, causing the spheres inside to do their dance. Labelad (Markem, Ontario, Canada) prints the label in five colors using letterpress and screen printing. A back label, containing nutrition information, is screen-printed in white. Consumers Glass (Etobicoke, Ontario, Canada) supplies the wide-mouth custom glass bottle. "We see this as a gulpable product, even though it has gel spheres," states Cronin. Alcoa Closures (Indianapolis, IN) provides the aluminum screw-on cap, printed with the Orbitz web site address. Co-packed by an unspecified supplier, the unique beverage requires a patent-pending dual-filling system to accommodate the gel spheres. Geared for a teen-aged market, four flavors of Orbitz were launched to select markets on Memorial Day, and expansion is planned. Suggested retail price is $1.29.

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