PACKAGING WATCH

Pepsi boosts ‘brand vision’ with Beyoncé bottle in Italy

By Ben BOUCKLEY contact

- Last updated on GMT

Picture Credit: Rexam
Picture Credit: Rexam

Related tags: Czech republic, Germany, Cola, Jim beam

PepsiCo will use Rexam’s Fusion aluminum bottle for its limited edition Beyoncé design because of its shape and the potential for high definition printing, and Jim Beam has redesigned its RTD cans.

Barbara Saba, CSD marketing and engagement channel manager, PepsiCo Beverages Italy, said:“The can and in particular the Fusion aluminum bottle is so much more than Pepsi packaging – it communicates our brand vision to the end consumer.”

The bottle (pictured) will be produced at Rexam’s Ejpovice plant in the Czech Republic, with distribution through Italy’s hotel, restaurant and caterer (HoReCa) channel until December 2013.

Beyonce

Beam Inc. brand Jim Beam has redesigned its RTD cans to make its cans more contemporary, increase its ‘ownership’ of white and shelf standout for different variants.

Ray Noble, brand director, said the Jim Beam also sought to “strongly link the family architecture between our different brands”.

Jim Beam & Zero Sugar Cola is the first RTD variant to feature the new look. Beam Inc. claims the drink dominates the zero sugar RTD category with a 64% market share.

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