FDBusiness.com

Malibu Red gets groundbreaking design

 Breaking News
  • Coca-Cola HBC to Acquire Italian Water and Sparkling Beverages Company in €88 Million Deal Coca‑Cola HBC has agreed to acquire Acque Minerali, a privately-held natural mineral water and adult sparkling beverages business based in Italy. The acquisition is being made in conjunction with The Coca-Cola Company, in-line with previous similar acquisitions. The total enterprise value payable by Coca‑Cola HBC and The Coca‑Cola Company, subject to customary closing adjustments, amounts [...]...
  • Britvic Signs Up to Science Based Targets Initiative Britvic has pledged to pursue bolder greenhouse gas (GHG) emission reduction targets by signing up to the Science Based Targets initiative. Britvic joins around 600 leading companies from around the world in formally committing to independently verified science-based GHG emission reduction targets. Britvic’s A Healthier Everyday sustainability strategy recognises climate change as one of the biggest threats facing [...]...
  • Marks & Spencer Partners Infarm to Bring Urban Farming to London Stores M&S Food is partnering with infarm – one of the world’s most advanced urban farming platforms – to deliver a range of fresh produce grown and harvested in a selection of the retailer’s London stores. Customers will now find a range of fresh herbs – including Italian, Greek and Bordeaux Basils, Mint, Curly Parsley and Mountain [...]...
  • Coca-Cola European Partners to Remove 4,000 Tonnes of Single-use Plastic by Swapping Shrink Wrap For Cardboard in Western Europe Coca-Cola European Partners, will be replacing plastic shrink wrap with cardboard for its can multipacks across Western Europe, removing approximately 4,000 tonnes of single-use plastic per year across the region. This is the latest move in Coca-Cola’s commitment to tackle packaging waste and remove all unnecessary single-use plastic from its secondary packaging. Plastic shrink wrapping is used [...]...
  • EU Leading in Global Agri-food Trade The EU has been confirmed for yet another year in its position as the largest global exporter of agri-food products, with sales reaching €138 billion in 2018. Agriculture products represent a solid share of 7% of the value of EU total goods exported in 2018, ranking fourth after machinery, other manufactured goods and chemicals. Agriculture and [...]...

Malibu Red gets groundbreaking design

November 07
11:42 2013

To increase shelf appeal and consumer interest for its new addition to the Malibu family, France-based beverage manufacturer Pernod Ricard looked to Eastman Chemical Company and Embrace copolyester when creating labels for Malibu Red, a rum and tequila liqueur. Embrace offers superior clarity and high gloss to showcase graphics as well as eye-catching 360-degree graphic capabilities and high print definition for maximum shelf appeal.
Pernod Ricard wanted to maintain a consistent brand image with its other products while developing a unique look and feel to grab consumer attention on the shelves. Eastman Embrace copolyester helps differentiate products by promoting brand image, increasing sales, attracting consumer attention and encouraging brand loyalty.
“Malibu Red is pushing the boundaries of existing categories so we wanted a groundbreaking design,” says Valérie Chhoeu, global brand manager, Malibu. “Unlike the traditional opaque white sleeve and bottle Malibu is known for, the see-through sleeve and silver and red colors bring a modern, premium feel to the Malibu Red bottle.”

Tough material, bold colors
The toughness, clarity and printability of Eastman Embrace copolyester made it a good fit for the label’s high-end look and feel. To achieve the mirror-image, metallic silver and red look, the image was reverse-printed on the clear, water-like label to bring out bold colors and enhance graphics. Embrace allows for surface printing with existing technology and without special pretreatment.
“The shrink memory of Eastman Embrace copolyester is ideal for the bottle, which has a long base and a short, narrow neck,” says Alan Wolk, vp of innovation and technical support with Gilbreth, a subsidiary of Cenveo Corporation and a shrink sleeve label manufacturer in Croydon, PA, which prints Malibu Red bottle labels. “The print characteristics of Embrace marry perfectly with the bottle.”
Eastman Embrace copolyester has greater than 75 percent ultimate shrinkage, making shrinkage around the neck possible. In addition, with its maximum shrinkage potential and ability to shrink around highly contoured or complex containers, brand owners can potentially eliminate secondary packaging, such as tamper-evident bands and plastic rings, when using Embrace.
“Packaging drives sales and attracts consumer attention on retailer shelves,” says Ronnie Little, market development manager, specialty plastics packaging, Eastman Chemical Company. “We are pleased the Eastman Embrace family of resins can provide opportunities to enhance brand experience through increased functionality and sustainable packaging.”
Recipe for success
The result of this collaboration with Eastman, Malibu and Gilbreth is a product with a high-end, vibrant label that gives a distinctive shelf presence and differentiates itself from competitive products.
“A consumer makes a purchase decision within just a few seconds, and eye-catching graphics on a product is one way to get their immediate attention,” says Wolk.
Malibu Red is currently available in the United States, the United Kingdom, Ireland, Austria, Portugal, South Africa and the Netherlands.

 


About Author

colin

colin

Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • October 1, 2019PPMA Total Show
  • October 17, 2019Future Food-Tech
  • November 18, 2019Plastics Caps and Closures Conference 2019
AEC v1.0.4

Jobs: Food Packaging

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here



Advertisements