Weight Watchers wanted their new product – the market’s first all-natural water enhancer – to truly stand out in the $1 billion water flavoring category. Weight Watchers’ contract manufacturer came to Berlin Packaging (berlinpackaging.com) asking for a fresh design that would accomplish that goal – and would also accommodate easy one-handed use by the health-conscious, on-the-go consumer.
Berlin responded with a custom squeeze-and-squirt package boasting a unique silhouette that seems to burst with the fruit with which the product is made. Designed as a stock-available item by Berlin Packaging’s Studio One Eleven division, the package features a 2.1 oz HDPE monolayer custom bottle with a distinctive bulge at the shoulder, a stock flip-top closure with a no-drip silicone valve, and a full-body tamperproof shrink sleeve that is perforated at the neck for easy opening. The swelling at the shoulder and the adjacent fresh-cut produce images on the label suggest a ripe piece of fruit, subtly contrasting with competitive products made with artificial ingredients. A side panel announces that the bottle is BPA-free, furthering the all-natural positioning.
The bottle fits comfortably in the palm, easily flips open with a thumb, doesn't leak even when turned upside down, and is small enough to go to the gym or anywhere else the consumer wants to flavor his or her water.
The product skyrocketed to #1 in its category on Amazon's Hot New Release list within six weeks after launch, aided by positive reviews as well as strong packaging that clearly conveys the product story.