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A Bit of R&R in a Can

-- Packaging Digest, 8/1/2008
In this stressful world, you're either looking to pump up or wind down. And while most beverage companies have been creating high-energy drinks lately, there's one functional beverage that helps consumers relax and “chill out.” Relax & Revive from Crash Beverages LLC has come to the market in 12-oz Sleek cans from Rexam (www.rexam.com). R&R is specifically designed for consumers who want to let loose from a tough day or just take a break. This innovative beverage mixes energizing B vitamins with destressing herbal ingredients such as valerian root, passion flower and that Thanksgiving turkey favorite, tryptophan, to deliver a new dimension of mental and emotional functionality. It has a naturally decaffeinated herbal tea base and a tasty berry flavor. But the sophisticated looking Sleek can may just wake them up in stores. Part of a can family that includes 9- and 10.5-oz sizes, the can provides increased pack density said to afford distribution economics, more cans in secondary packaging and brand-building opportunities on retail shelves. Crash worked with Rexam's integrated graphic art and printing plate operation in Elk Grove, IL, to set the color and graphic tolerances for perfect reproduction of the R&R brand on the aluminum cans. R&R is now available in select retail stores in Philadelphia and Los Angeles for $1.99 per can and online at www.twistyourbuzz.com. Crash plans to add two more flavors and a diet version to its R&R line and expand distribution soon.
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