Add-on packaging revs up Coors' sales

First things first. Yes, it's a real package. No, it's not actually shipped that way. But when retailers hand-erect the faux carburetor valve covers and insert the tabs into die-cut slots on 24-count multipacks of the new "engine block" package for Coors Light, they've got a clever floor display that has jump-started sales of the brand in a recent promotion, says the Golden, CO, brewer.

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"The package has been doing really well for us," packaging R&D project manager Ray Toms tells PW. "We introduced it in Daytona in February and it's been going like gangbusters." Launched at the season-opening Daytona 500 race, the engine block package is part of a NASCAR motor sports tie-in promotion that was expected to run through May. Apart from the engine graphics and special die-cuts in the sides, the multipack itself is standard for Coors. It's produced by Graphic Packaging (Wayne, PA) via its trademarked Composipac process. First, a web of high-density polyethylene film is reverse-printed in four colors on a gravure press. The film is vacuum-metallized and laminated to 29-pt kraft board. Not only does the metallic background spice up the package, the film protects the graphics from scuffing and adds integrity to the package when cans are loaded cold and wet. The valve covers, shipped flat, are an option to the package that distributors can order. Inland Container (Indianapolis, IN) designed the covers and produces them by laminating 12-pt SBS, offset-printed in three colors plus a high-gloss water-based coating, to single-face E-flute corrugated. To avoid expensive foils or metallic inks, Inland simulated a chrome look by printing a carefully orchestrated blue and black duo-tone.

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