The glass bottles are wrapped from head to toe in a “lively and festive” shrink label. “We’re able to add excitement to the Sparkling Juice category by presenting Welch’s product in lively and festive packaging,” says Larry Keenan, senior marketing development manager for Welch’s. “Over the past 2 1/2 years, we’ve expanded sales by more than 20 percent by taking advantage of the flexibility of shrink-wrap packaging to freshen our look with designs that mirror the seasons.” According to designers, the nutcracker image was a natural adaptation to the bottle shape and allowed them to create appealing characters in a format that conveys the flavor of the product, reinforces the holiday theme, and adds excitement. The red and green nutcrackers reflect the types of grapes used. The White Grape Juice Cocktail nutcracker is dressed in a grape green suit with gold buttons and suspenders. The nutcracker-style face grins from behind a reddish mustache. A silver soldier’s cap is imprinted with the year 2003. The Red Grape Juice Cocktail bottle wears a red coat adorned with gold buttons and purple trim. He has a black mustache and a gold soldier’s cap also imprinted with the year 2003. The Nutcracker Sparkling Juice Cocktails are on the shelves throughout the holiday season in grocery stores nationwide.
Creating a sparkling holiday design
Welch’s Sparkling Grape Juice Cocktails will be dressed as Nutcrackers this year for the holiday season, thanks to designers at The Bailey Group.
Nov 30th, 2003
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