Package Design - January/February 2015 - (Page 60)

field NOTES the verdict the packaging Premium for Plastic Was the choice to use plastic packaging for a premium vodka brand a good call? Sazerac Company's Platinum 7X Vodka is an award-winning, ultra-smooth American-made vodka distilled seven times from high-quality Midwest grain, bottled in plastic. "The uncrashable Platinum 7X packaging is ideal for making the most of a favorite sporting event," says Tracey Clapp, marketing director, vodka. "The smooth taste and convenient packaging combine for a memorable experience every time." The brand contends that plastic packaging is a good fit because it's more breakage resistant than the glass bottles typically seen for this spirits segment. While the brand uses category  Platinum 7X Vodka is an amazing awardwinning liquid with a very unique story, it should shake off its worries and become the leader that it deserves to be. Employing some of the standard vodka category codes and borrowing language from a premium beer brand only gives the impression of a brand with a lack of confidence. Perhaps this behavior is due to a nervousness about its PET bottle format and the leaning on the familiar is a way of disguising it? Natalie Alexander co-founder at ButterflyCannon  When launching a new product such as vodka, you should use glass bottles first. Only once the product has been accepted language, such as a cobalt blue bottle, that signals a premium alcoholic beverage experience, Sazerac is taking a risk in choosing plastic for an award-winning 80-proof vodka. (Platinum 7X received two consecutive gold medals in the San Francisco World Spirits Competition in the vodka category.) Will this risky move pay off or does it deliver too strong of a hit to Platinum 7X's brand equity? Package Design readers weigh in. by the consumers and has strong equity amongst its competitors should plastic be considered. That said, I can see how a product launch in plastic timed to debut during a major sporting event could generate buzz. resins are food safe and reduce solid waste, and they can be injection molded for large volume. James Anderson  While elegant, fussy and intricate, glass bottles will probably always be the standard for high-end and small-batch vodkas. I do think, though, there's plenty of room for previously "low-rent" approaches deployed in innovative ways-following in the long line of screw-top closures, boxes, pouches, etc. This design is striking and clean, but probably too masculine to be taken seriously by all vodka vanguards. owner and creative director at Anderson Creative  Moving to plastic is in the right direction in terms of breakage resistance, and the blue color is attractive and energizing. As an eco-conscious brandowner, I hope and encourage Sazerac Company to use an eco-friendly polymer, such as polylactic acid, which is corn-based and decomposes rapidly, or highly recyclable PET for Platinum 7X Vodka's packaging. These Anita Redd president of Anita's Balm Tim Lapetino vice president and creative director at Pivot Design WANT TO HAVE YOUR PACKAGE DESIGN HIGHLIGHTED in this column or comment on future, spotlighted package designs? Contact Linda Casey at linda.casey@stmediagroup.com and type "Field Notes" in the email subject line. 60 JANUARY/FEBRUARY 2015

Table of Contents for the Digital Edition of Package Design - January/February 2015

Package Design - January/February 2015
Table of Contents
Editor’s Letter
Front Panel
Snapshots
Real World Academy
Clear Vision
Delivering Design ROI
Male Call
Branding 4.0
Product Focus: Experiential Packaging
Index of Advertisers
Field Notes: Premium for Plastic

Package Design - January/February 2015

http://www.nxtbook.com/nxtbooks/STMG/bxp_201910
http://www.nxtbook.com/nxtbooks/STMG/bxp_201908
http://www.nxtbook.com/nxtbooks/STMG/bxp_201907
http://www.nxtbook.com/nxtbooks/STMG/bxp_20190506
http://www.nxtbook.com/nxtbooks/STMG/bxp_201904
http://www.nxtbook.com/nxtbooks/STMG/bxp_201903
http://www.nxtbook.com/nxtbooks/STMG/bxp_20190102
http://www.nxtbook.com/nxtbooks/STMG/bxp_201812
http://www.nxtbook.com/nxtbooks/STMG/bxp_awards2018
http://www.nxtbook.com/nxtbooks/STMG/bxp_20180910
http://www.nxtbook.com/nxtbooks/STMG/bxp_201808
http://www.nxtbook.com/nxtbooks/STMG/bxp_201806
http://www.nxtbook.com/nxtbooks/STMG/bxp_201805
http://www.nxtbook.com/nxtbooks/STMG/bxp_201804
http://www.nxtbook.com/nxtbooks/STMG/bxp_201803
http://www.nxtbook.com/nxtbooks/STMG/bxp_20180102
http://www.nxtbook.com/nxtbooks/STMG/bxp_201712
http://www.nxtbook.com/nxtbooks/STMG/bxp_20171011
http://www.nxtbook.com/nxtbooks/STMG/bxp_201709
http://www.nxtbook.com/nxtbooks/STMG/bxp_201708
http://www.nxtbook.com/nxtbooks/STMG/bxp_20170607
http://www.nxtbook.com/nxtbooks/STMG/bxp_201705
http://www.nxtbook.com/nxtbooks/STMG/bxp_201704
http://www.nxtbook.com/nxtbooks/STMG/bxp_201703
http://www.nxtbook.com/nxtbooks/STMG/bxp_20170102
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201612201701
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201611
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201609
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201608
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201607
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160506
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201604
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201603
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20160102
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201512
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201510
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201509
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201508
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150607
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201505
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201504
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201503
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20150102
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20141112
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201410
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201409
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201408
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140607
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201405
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201404
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201403
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20140102
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201312
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201311
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130910
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201308
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130607
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201305
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201304
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201303
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_20130102
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201212
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201211
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201210
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201209
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201208
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201206
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201205
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201204
http://www.nxtbook.com/nxtbooks/STMG/packagedesign_201203
http://www.nxtbookMEDIA.com