The start of a recession isn’t normally the greatest time to launch a new product, let alone a new beverage category. Yet Brian Pitzer, president of Vitality Distributing Inc., showed no fear when he launched Ávitāe caffeinated water. Because the product was in a brand new category, it was important that its packaging create shelf impact and reflect the revolutionary nature of the product. After 14 label revisions, the brand chose transparent shrink sleeves, allowing 360-degree graphics plus a complete view of the product. To give the brand a premium, sophisticated and vibrant look, the graphics were printed with metallic ink. The product made its local debut in June of 2009, but will roll out nationally in the second quarter of 2010.

Second Quarter 2010

Eckart America Corp.,