Welch’s Sparkling Juice is dressing up for the holidays. A new shrink-wrapped package, designed by Bailey Design Group (Plymouth Meeting, PA), should help Welch’s expand consumption of its product to times of the year other than Thanksgiving, Christmas, and New Year. “The challenge for us was to create lively packaging that ties in directly to holiday occasions and promotes a feel of family and celebration while maintaining a premium image,” says Russ Napolitano, executive vice president and partner at Bailey.
The new design wraps the entire bottle in red, white, and blue stars and stripes. The Welch’s brand name and graphics are printed rotogravure in eight colors. The labels are converted by American Fuji Seal (Bardstown, KY). Welch’s Sparkling Juice comes in two varieties and retails nationally for $2.99.
