Package of the Month
Absolut Launches Limited-Edition Bottle in collaboration with Olly Alexander
Absolut is launching a limited-edition bottle, Absolut Mosaik, designed by British singer, songwriter, actor and social activist for inclusivity, Olly Alexander. The mosaic design, where every piece is unique but together creates something of beauty, symbolizes the blending together of people from diverse reaches of society to push boundaries and drive positive change – the brand values at the core of Absolut’s Born to Mix campaigns.
Now available in markets across the globe, the new design continues Absolut's annual program of limited-edition bottles as part of the Born to Mix values designed to break the ice to create a more open world.
Olly, a fearless voice at the forefront of discussions affecting the LGBTQIA+ community and mental health, has redesigned Absolut’s iconic glass bottle, bringing to life what ‘Born to Mix’ means to him. The mosaic design with blue and pink hues represents diversity, serving as a reminder of how colorful the world can be when people embrace each other’s opinions, perspectives and differences.
"As humans we are so multifaceted, I wanted my design with Absolut to nod to our individuality but also reflect our diverse human nature,” said Alexander. I thought a mosaic was a nice way to illustrate how we are all unique but when we mix together, we have the power to create something beautiful.”
Absolut’s iconic bottle has been interpreted hundreds of times by artists and culture makers, and Absolut Mosaik is the latest in this tradition. Close to 4 million bottles will be available of the new limited-edition Absolut Mosaik in 700ml, 750ml and 1L formats from all major grocers and wholesalers in almost 50 markets.
Find out more about the limited-edition Mosaik bottle here.
Courtesy of Absolut
Creature Comforts Brewing Company Uses Data-Driven Packaging to Boost Brand Awareness
Creature Comforts Brewing Company, a craft brewery based in Athens, Ga., designed and launched its new Bigger Dreams Hazy IPA brand using industry-leading biometric research from Package InSight by Quad. Just four weeks after its launch, Bigger Dreams became the number-one new craft beer brand in Georgia, based on in-store scan data from retail research firm Circana.
The brewing company partnered with global marketing experience company Quad and packaging researchers on its Package InSight team for an interactive study that tested original packaging for Bigger Dreams against a design based on quantitative and qualitative data. Package InSight experts used biometric testing and gathered real-world feedback from consumers to assess the packaging design’s effectiveness in actual shopping environments.
Participants in the Creature Comforts study wore eye-tracking glasses to measure how long they looked, how often they looked, and how quickly they saw a product on the shelf. The test results identified design elements that would help draw consumer attention and drive sales. Package InSight’s final design recommendations for Bigger Dreams were to increase font size for the product name and beer style, make the alcohol-by-volume callout larger and clearer, and add tasting notes to the front of the package.
“By bringing data analytics into package design, Creature Comforts is at the forefront of innovation for the craft beer industry,” said Dan Reingold, Director of Marketing for Creature Comforts Brewing Company. “There’s high value in good packaging – it represents a major opportunity for breweries aspiring for similar growth.”
To learn more about Creature Comforts, please visit creaturecomfortsbeer.com. To learn more about Package InSight by Quad, please visit packageinsight.com.
Courtesy of Creature Comforts
Orkla Improves Ketchup Packaging with Sidel’s rPET Bottle Solution
Orkla Foods, part of the wider Nordic Orkla Group, is a market leader in ketchup, sauces, and dressings, selling branded products in Central Europe, Baltics and Nordics.
Within the sauces and dressings category, there is a need for convenient and appealing primary packaging to deliver a great consumer experience while also differentiating brands. Additionally, as consumers are increasingly concerned by environmental issues, recyclable packaging is also essential for delivering sales and ultimately, gaining market share.
With the ambition to meet these market goals, Orkla employed Sidel's rPET bottle expertise to adapt its current production model to increase its production capacity and cost efficiency while reducing its environmental impact.
Orkla redesigned its packaging range from cylindrical PP (polypropylene) bottles to modern flat rectangular PET designs. The new, easy-to-use ‘squeezable’ shapes allow users to completely empty the bottle and ensure minimal food wastage.
Additionally, the new PET bottles are up to 30 percent lighter than the previous PP design. Orkla has also increased its sustainability credentials, as bottles are composed of at least 25 percent rPET (recycled PET), with the ketchup manufacturer aiming to utilize 50 percent in future.
“Switching to a more modern and sustainable PET bottle to revitalize our ketchup brands has been positively received by consumers, resulting in an increase in sales and market shares,” said Per Samuelsson, Project and Process Developer of Orkla Foods’ Fågelmara Plant.
To learn more about Sidel, please visit sidel.com.