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The patented Cubis container from Cubis in Sweden is based on a square box and has a flip-top cap mounted in the upper corner. The result is a stackable and a user friendly container with a unique and exclusive look. It has been designed to increase shelf value, reduce transportation costs and minimise environmental
impact, but also to serve as a powerful marketing platform for the introduction of new brands and products. The containers come in a portion sized 30cl version with 50cl and 1 litre containers planned. Currently available in HDPE and PP, with ongoing development in the use of renewable materials. The three stacked 30cl Cubis containers occupy about the same space as a single conventional 50cl PET bottle, so retailers will benefit from a substantial increase in shelf value. Blobble from Demo Design & Mould of Italy is a square container with rounded edges. This conceptually unique design conveys the taste, composition and feel of the product while maintaining all important technical functionality. Blobble’s square shape increases strength and gains storage capacity allowing for a smaller container and an increase in stability due to its large
base area. The high label panel enables easy handling while the champagne style base has been reinforced with ribbing. The unique bubbles strengthen the container replacing the more commonly used ribs. Appealing to a range of markets it is unlike any container around today. Part of Demo’s premium Hypsos range it guides a consumer to purchase by differentiation, attracting a wide market group. Gemini Technology of Israel entered the Duo Closure - a patent pending closure for non-carbonated beverages that allows a drink to be shared without sharing germs. An embedded one way valve prevents backwash and saliva from returning to the bottle, maintaining water freshness and purity. Kids love straws and this allows them to share a bottle at school. It’s also suitable for car, stadium or concert occasions, as it’s easier to use than a standard sports cap with less suction required. Promoting brand loyalty and attracting new consumers as a result of product differentiation, Duo also encourages repeat sales thanks to faster bottle consumption. Energising brand image with terms such as “share, family, friends
Cubis
beverage innovation Editor Claire Phoenix
Limon&Nada was launched by Coca-Cola Iberia in Spain to tap into the adult refreshment market. The square bottle suggests the premium positioning and naturalness of Minute Maid, with simple yet memorable modern graphics. It comprises a white full-sleeve label that combines photography and illustrations. The marketing campaign has been greatly enhanced by the pack design; as the company stated: “We have produced a marketing pack which conveys the values which make this lemonade drink simple but special. Its natural flavour is thirst quenching and contains no preservatives. An alternative variant is the hint of mint.“ Launched summer 2007 as a limited edition in the convenience sector, sales have far exceeded expectations and Limon& Nada has retained a long term position on shelf.
“Smoothies continue to break new ground in new markets“
Gemini technology
From left to right: Scholle Packaging; Arla Foods; truefruits GmbH; and Multon
www.foodbev.com/beverage Moscow, April 2008
BEVERAGE AWARDS 23