Coca-Cola looks to the packaging innovations, introduced in June, to meet the rising consumer demand for new product offerings. The Elopak Slim® carton was selected following extensive consumer research which highlighted the new package as the best fit for Coca-Cola’s premium, contemporary juice brand and met the consumer's desire for original beverage packaging ideas.
The design of the new package will clearly distinguish the Cappy juices and nectars from the rest of the market. The new Slim® carton is a unique, stylish, and easy-to-use package—slimmer than a standard gable-top—which comes in an elegant shape, with its harmonious curves and large sized cap for easier pouring.
The Cappy portfolio in Bulgaria comprises Classic, Premium, and functional juices and nectars. The Cappy Classic and Cappy Premium ranges have been re-packaged in the Slim® 1-L carton, and the functional range—Cappy BodyTime—has been re-launched in Slim® 750-mL cartons.
This is the first Slim® package to be launched in Eastern Europe, and is only the second in the world. Coca-Cola chose it following extensive consumer research in 2008, which evaluated the shapes and functionality of beverage cartons. Consumers called the Slim® carton innovative and unique. When asked to rate it on a scale of 1 to 5 in terms of being convenient to hold, 86% selected the highest levels of 4 and 5. Similarly, 94% of respondents rated the Slim® carton highly on quality of liquid flow when pouring, indicating fewer spills and splashes thanks to the larger cap.
Elopak’s Global Account Manager Guido Hangartner says, “The Slim® carton was first launched in September, 2008 with an Italian customer, where its tall, thin shape is clearly associated with health, beauty and vitality. Coca-Cola’s research showed that the Slim® carton is an ideal package to support Cappy’s premium, contemporary, and dynamic brand image, and also to meet the increasingly demanding consumer thirst for unique-looking products with maximum convenience.”
