Slim carton helps juice relaunch in Europe
-- Packaging Digest, 11/1/2009 1:00:00 AM
Cappy Juice's Slim cartonCoca-Cola has relaunched its entire Cappy juice and nectar line in Bulgaria and Romania in new Slim® cartons from Elopak (www.elopak.com). Coca-Cola says it's counting on the packaging, introduced in June, to meet the rising consumer demand for new product offerings. The Elopak Slim® carton was selected following extensive consumer research that 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 tall, svelte carton design distinguishes the juices and nectars from the rest of the market. The stylish package is slimmer than a conventional gable-top carton, with harmonious curves and a large cap for easy pouring. The Cappy line in Bulgaria comprises classic, premium and functional juices and nectars. Cappy Classic and Cappy Premium products have been repackaged in the Slim 1-L carton, and the functional range, Cappy BodyTime, was relaunched in a 750-mL size.
This is the first Elopak Slim package to be launched in Eastern Europe, and is only the second in the world, Elopak says. Coca-Cola chose it following extensive consumer research in 2008 that evaluated beverage-carton shapes and functionality. Consumers called the carton innovative and unique. When asked to rate it on a scale of 1 to 5 in terms of being easy to hold, 86 percent ranked it at a high level. Similarly, 94 percent of the respondents rated it highly on quality of liquid flow when pouring, indicating fewer spills and splashes thanks to the larger cap.
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