Package Design - June 2012 - 14

SNAPSHOTS

Getting in the Game
An iced-tea bottle provides an exclusive X-box gaming experience.

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epsiCo’s (Purchase, NY) Brisk Iced Tea brand is aiming squarely for a target market of urban males aged 18 to 29 with a 1-L bottle printed with a scannable Microsoft Tag, which unlocks exclusive content in the X-box Kinect Star Wars game. Staying current was crucial for this project, so the company had to bring the product to market quickly, in what Brisk Iced Tea brand manager Chris Oates says was “an eight-month innovation process condensed to about three months.” This included testing various graphics involving R2D2 and C3PO, working with Microsoft to create the unique Tag, securing the partner approvals, and testing the scannability of the Tag, which gamers

scan by simply holding the bottle up to the Kinect scanner. “We know gaming is a passion point, and we knew that Kinect Star Wars was going to be a big deal with our target audience,” Oates says, “both avid gamers and the expansive Star Wars fan base.” He reports that sales of the Brisk Iced Tea 1-L bottle are up 35% year over year, and he attributes that to the on-shelf impact and consumer appeal of the packaging artwork—primarily the iconic characters from Star Wars. Add a cutting-edge element like the Microsoft Tag with its exclusive gaming opportunities, and the force is with them. PD

G3 fully automated and unattended.

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Digital cutting has never been so productive.
The Zünd board handling system, designed for fully automated production of signage, displays, packaging, etc., further accentuates the advantages of digital cutting. This option, typical of the Zünd cutter concept, is highly modular and can be implemented gradually. Further information www.zund.com Visit our demo centre to see the fully automated production.

Zund America, Inc. 5068 W. Ashland Way Franklin, WI 53132 T 414 433 0700 F 414 433 0800 infous@zund.com www.zund.com

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Package Design - June 2012

Table of Contents for the Digital Edition of Package Design - June 2012

Package Design - June 2012
Contents
From the Editor
Front Panel
Snapshots
Student Showcase
Sustainably Speaking
Eyes on the Prize
This Spud’s for You
Packaging Gets Personal
Chemical Enhancers
First Order of Business
Product Focus: Components — Caps, Seals and Handles
Datebook
Index of Advertisers
Field Notes
Package Design - June 2012 - Intro
Package Design - June 2012 - Package Design - June 2012
Package Design - June 2012 - Cover2
Package Design - June 2012 - 1
Package Design - June 2012 - Contents
Package Design - June 2012 - 3
Package Design - June 2012 - From the Editor
Package Design - June 2012 - 5
Package Design - June 2012 - Front Panel
Package Design - June 2012 - 7
Package Design - June 2012 - 8
Package Design - June 2012 - 8a
Package Design - June 2012 - 8b
Package Design - June 2012 - 9
Package Design - June 2012 - Snapshots
Package Design - June 2012 - 11
Package Design - June 2012 - 12
Package Design - June 2012 - 13
Package Design - June 2012 - 14
Package Design - June 2012 - Student Showcase
Package Design - June 2012 - Sustainably Speaking
Package Design - June 2012 - 17
Package Design - June 2012 - Eyes on the Prize
Package Design - June 2012 - 19
Package Design - June 2012 - 20
Package Design - June 2012 - 21
Package Design - June 2012 - This Spud’s for You
Package Design - June 2012 - 23
Package Design - June 2012 - Packaging Gets Personal
Package Design - June 2012 - 25
Package Design - June 2012 - Chemical Enhancers
Package Design - June 2012 - 27
Package Design - June 2012 - First Order of Business
Package Design - June 2012 - 29
Package Design - June 2012 - Product Focus: Components — Caps, Seals and Handles
Package Design - June 2012 - 31
Package Design - June 2012 - 32
Package Design - June 2012 - 33
Package Design - June 2012 - 34
Package Design - June 2012 - Index of Advertisers
Package Design - June 2012 - Field Notes
Package Design - June 2012 - Cover3
Package Design - June 2012 - Cover4
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