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Shaped aluminum bottle energizes Snapple's Elements

Aluminum containers continue to boost the energy drink category. Elements Beverage division of the Snapple Beverage Group, White Plains, NY, is using marketing alchemy to switch bottles of its Elements energy drinks from glass to aluminum.

Pw 14767 Elements

The 18-oz recyclable aluminum bottle from CCL Container (Norwalk, CT) offers a resealable 38-mm lug cap, frosted finish and graphics that appeal to the target audience of males aged 16 - 24. The bottles are impact-extruded of aluminum into a patent-pending shape that includes grip rings. The bottles are then dry-offset printed in eight colors including a silver metallic base coat before a polypropylene insert is friction-fit into the neck. The fitment allows the bottle to accept the same resealable 38-mm lug cap used on the glass bottles.

The Elements bottle follows the successful launch last year of Snapple’s Mistic RE in a similar resealable aluminum beverage bottle. It was described as the world’s first mainstream beverage product to be packaged in impact-extruded aluminum.

“We want to offer options to the Elements consumer,” says director of packaging Susan Chirico. “The durability, resealability, and ‘chillability’ of aluminum bottles make them ideal for active people who want to just grab their beverage and go.”

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