Graphic Packaging International worked closely with Heineken to develop a packaging solution that met the needs of a specific target consumer group in the US market. Backed by focused market research, Heineken established that for its customers, convenience remains top-of-mind. The research revealed that most consumers shop for beer on their way to an occasion, with two-thirds indicating they then consume within the hour. A Heineken beer consumer also spends 21% more on their shopping trip basket than the average beer drinker and is 23% more likely to buy ice during their shopping trip.
This data was crucial to the development of GPI’s CoolerPack which addresses these facts by offering an incremental profit opportunity to the retailer and real purchasing convenience to the consumer.
Steve Gould, GPI’s New Product Development and Marketing Director, Beverage Division, said: “The beverage market is a competitive space to play in but this practical solution brings originality, convenience and simplicity to Heineken’s consumers. Both GPI and Heineken are proud of this novel pack design and the success in the market has proven the validity of both the market research and the design.
“Winning the gold award signals Graphic Packaging’s constant drive for innovation and our steadfast commitment to boost our customers’ brands and market presence.”
The engineered 18-pack cardboard packaging for Heineken’s ‘CoolerPack’ consists of a fully enclosed outer carton with an unprinted, gusseted, paperboard tray inside. The packaging allows consumers to pour ice into the carton via a large opening feature, the tray design ensures the ice stays in position to allow the bottles to chill quickly without any leakage. Regarded as a ‘practical solution’ to the need for a cold beer at an event, the design’s engineered structure is simple to understand and execute with instructions also printed clearly on the pack.
Administered and hosted by the Paperboard Packaging Council PPC and judged by a jury of packaging professionals, industry experts and professors, the Paperboard Packaging Competition is the premier competition for carton manufacturers involved in the concept, design, print, performance, and shelf appeal of paperboard packaging.
For more information about the awards, visit the Paperboard Packaging Council website here.