The screwdriver is available in the European and Asia-Pacific markets at leading do-it-yourself (DIY) retailers and selected high-street outlets.
The IXO packaging appeals to customers both as an attractive retail item and as a storage container. It includes a brushed-steel-finish base that rises to a complementary deep hunter green with raised, vibrant red type. The innovative packaging is highlighted with a finely detailed etching of the screwdriver.
“This premium packaging for the world’s first lithium-ion power tool differentiates the IXO from its competitors in DIY stores as well as in more traditional retail environments,” says Pascal H.O. Fieldler, brand manager at Bosch. “Our innovative metal box underscores the quality and durability of our product and helps differentiate our brand to consumers. The visual appeal and enhanced convenience of this package also allow us to speak to a broader range of consumers. This is important because the DIY market has become more demographically diverse in recent years.”
This new package was awarded a prestigious APEAL Steel Packaging Effectiveness Award at a ceremony in Düsseldorf, Germany, during interpack. This award recognizes packaging concepts that have proven successful in the market and have generated increased sales, market share, profitability, brand awareness, and consumer attitude shifts. —Abbey Lewis-Reinholdt
