Prize figures are 'capped'

São Paulo, Brazil-based bottler Ambev takes the winning-cap promo concept to a new level. The company’s 237-mL (7.9-oz) Antarctica-brand guarana beverage bottles have a Pokémon™ figure onboard, contained within the patented, hollow Cap Container from Cap Design Intl.

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Ltd. (Century City, CA). Ambev’s two-piece polypropylene Cap Container ring-shaped topper is molded in the form of a Pokémon ball. The ring-shaped topper, which is 1” tall, fits over the regular 28-mm plastic screw cap atop the polyethylene terephthalate bottle.

Packaging World is told that this is not a temporary promotion, but an added-surprise drink line that will continue with other licensed themes that target the latest children’s trends. Despite the fact that product pricing went from pre-Pokémon 25¢ to 75¢ (U.S. equivalent), it is reported that there is enormous demand for the product, with repeat orders and consumer lines at store checkouts. This motivated Ambev to continue the Pokémon product as a line extension rather than a temporary promotion. Introduced in mid-September, the line of five different shrink-wrapped 237-mL polyethylene terephthalate bottles carry graphics highlighting five different Pokémon characters. The shrink wrap secures the manually applied Cap Container, which surrounds the regular closure, to the bottle. Altogether, there are 40 different Pokémon figures offered. They measure about 1” tall and fit inside the wider part of the asymmetric, ring-shaped Cap Container, which is 2” in diameter.

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