Old Orchard was looking for bold, premium and eye-catching packaging for its new Very Cherre Montmorency Tart Cherry juices, and that’s exactly what it got. “We developed the Very Cherre line to fill a void in mid-priced, premium super fruit products that would strike a chord with young, health-conscious consumers,” says Kevin Miller, vice president of marketing for Old Orchard Brands LLC. Very Cherre juices are packaged in custom-made, squat, glass bottles that resemble the shape of a cherry. While these bottles were sure to provide great shelf standout, their size put limitations on how much information could be relayed to consumers. Thus, the brand turned to its closures to communicate product benefits, flavor name and company information. The bright liquids in each bottle also help with variety differentiation.
LAUNCH DATE
October 2009
ARTWORK
Cull Group,www.cullgroup.com
BOTTLE
Saint-Gobain,www.saint-gobain.com
CLOSURE
Crown Closures Americas,www.crowncork.com
