The consumer is the final POS decision maker, now also made able to put the final touch to the label according to mood, need or whim. That is what I call an individual water bottle.
Wattwiller, French mineral water brand, made labels with left out space for the consumer to add their own text or draw pictures.
When making creative packaging it isn’t always you that have to be the creative one. Sometimes you can apparently get off the hook by letting the consumer do the job.
A sports drink based on coconut water has recently been launched in Chicago in great looking long-neck PET bottles, 20 oz or 59 cl. Greater Than is packed, for the health minded, in panel-less bottles from Amcor, which takes hot fill.
The product comes without artificial flavours, colours, sweeteners, or preservatives. It’s sweetened with a combination of all-natural sweeteners including Stevia. The product line currently includes three flavours: lemon lime, orange, and tropical.
Belu, “the most eco-friendly bottled water in the UK” comes in PLA bottles. That’s great but this might be even better for environmental credentials.
New in September is a 50% recycled PET bottle (rPET) with a massive 46% carbon saving compared to its full PET equivalent. The Belu 500ml bottle uses more recycled plastics than any other plastic bottled water on the market in the UK. Feels good all the way down…
Colorado Governor Bill Ritter recently announced that he is cutting state spending on bottled water. He is not alone out there, according to a US national survey more and more cities are phasing out bottled water from city budgets. The decisions not to use bottled water are “about civic pride and protecting common resources.”
The situation is entirely different on the opposite side of the planet. According to FoodBev.com the city of Mumbai is planning to deal with insufficient water quality by using bottled water. Public water taps are planned to be replaced by water bottle booths where 20 litre bottles will be handled. The reason is obviously health related.
The interesting thing is that it is so easy for legislators and similar to rock the boat of packaging and change the scene over night. There are many examples, for instance Germany in 2003 when the beverage can was in practice banned over night. This happened because of a change in power and hence a new minister with a new agenda. That move made an industry geared up to provide an annual 8 billion cans go idle. One man’s ceiling is a another man’s floor, no matter how well meaning the initiative is.