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Conceptual Packaging - A Creative Type Company

Global Trendsetters Western Europe

"Spiked Silver" Beverage Attributes Sales Boost to Appeal of Distinctively Contoured and Decorated Packaging

"By developing a completely new packaging strategy, we were able to broaden our shelf appeal to consumers and increase sales by 16 percent."

The energy drinks market is increasingly competitive, with a growing number of consumers attracted by the promise of increased vigor and potential health benefits derived from natural ingredients. To drive brand sales, Silver Arrow Ltd. (London, England) repackaged its Spiked Silver cranberry energy drink in a sleek, shaped slimline container.

“We are the only energy drink on the market to feature innovative shaped packaging,” claims Ziad Abu Zalaf, the founder and director of Silver Arrow Ltd. “By developing a completely new packaging strategy, we were able to broaden our shelf appeal to consumers and increase sales by 16 percent.”

To develop a shaped package that incorporated specific design elements, Silver Arrow worked closely with Crown Bevcan Europe, an affiliate of Crown Holdings Inc. Crown’s design mandate was to infuse the packaging with Silver Arrow’s penchant for Formula One motor racing—particularly the golden era of the 1920s when Mercedes-Benz Silver Arrow cars reigned supreme. The Formula One inspiration carries over to the branding of Spiked Silver, which displays the motto, “It’s the fuel injection you need for some serious speed,” on the packaging. Silver Arrow also sponsors racing teams and drivers.

Watching the "Waist"
Silver Arrow wanted Crown to create an eye-catching and tactile design that would communicate and enhance the brand value of Spiked Silver. The result, based on extensive research into the ideal ergonomic grip-shape for consumers, is a can with an indented or “waisted” format that makes the package easy to hold. The tapered shape also serves as a subtle health and fitness reference, according to Spiked Silver, which says that the can is the first shaped package in the slimline 25-cl (8.8-oz) format.

Crown used a high-pressure blow-forming process to create the Spiked Silver package, starting with preforms placed in precision molds to create the desired shape. Blow-forming expands the preform into the shape of the mold, yielding the package. Crown says that because the process requires no tooling inside the container, package integrity and strength are not compromised. Coatings and lacquers within the package are also protected.

Package graphics reinforce Spiked Silver’s “cranberry taste” proposition and points of difference through design, marketing, and advertising strategies. Upon launching the beverage in 2000, Silver Arrow sought to differentiate it from other energy drinks with fluorescent pink lettering and an ultraviolet keyline around brand lettering for increased visibility in nightclubs. The blue ring pull also was designed to echo the graphic representation of branding.

The new package design carries several of these themes through and adds new enhancements. For example, the size of the word “Spiked” has been increased for added visibility. The color of the word “Spiked” and the package’s strapline has also been changed to more closely match the color of cranberries.

Coming to America
Silver Arrow says that the can’s distinctive shape and enhanced graphics account for a 16 percent jump in sales of the drink since the packaging was introduced. Spiked Silver currently is sold in Bahrain, Belgium, France, Germany, Holland, Luxembourg, Oman, Qatar, Saudi Arabia, Sweden, United Arab Emirates, and the United Kingdom. Italy, Spain and the U.S. are the next targets for Spiked Silver introductions. Inspired by the success of Spiked Silver, Silver Arrow also is working with Crown on a new shaped package for the launch of its peach-flavored Saki Punch in Western Europe and the U.S. this year.

The Spiked Silver package has been recognized by the Metal Packaging Manufacturers Association (MPMA) with a Silver Award in its “Best in Metals” contest and by The Canmaker with a Bronze Award in its “Can of the Year” competition.

“Crown created a solution that is truly distinctive,” commented Silver Arrow’s Zalaf. “The shaped packaging has clearly increased product sales and has further enhanced the brand value of Spiked Silver.”

Crown Holdings Inc. is a $6.8 billion supplier of packaging products to consumer marketing companies around the world. The company, whose founder patented the bottle cap, or “crown cork,” in 1892, claims to manufacture one out of every five beverage cans used in the world, and one of every three food cans used in North America and Europe. Its headquarters are located in Philadelphia, Pa.

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DESIGN DIRECTIONS for SUSTAINABILITY

SETTING THE BEST COURSE REQUIRES AN ACCURATE COMPASS

DECEMBER 4, 2008
1:00 PM EASTERN

This special 90-minute webinar will feature up-to-date insights into the market forces affecting package design and sustainability. Registration for this program is $89.99. Attendees will receive a copy of Packaging Sustainability: Tools, Systems and Strategies for Innovative Package Design (a $49.95 value) by Wendy Jedlicka.

Keynote Address by:
MINAL MISTRY
Project Manager, Sustainable Packaging Coalition/GreenBlue

COMPASS is an online software tool for packaging designers and engineers to compare the environmental impacts of their package designs.

DESIGN DIRECTIONS for SUSTAINABILITY

SETTING THE BEST COURSE REQUIRES AN ACCURATE COMPASS