The unique bottle was the brainchild of Neil Kraft, former creative director for Calvin Klein. “We utilized the depth of our experience in understanding how to create a personality that differentiates itself through the entire experience and reflects the true essence of the brand,” Neil Kraft.
In a market where consumers for the most part are choosing value or mid-priced
brands, packaging has become an essential component of the trading up phenomenon.
One new social trend that beverage manufacturers are trying to take advantage of is
― mainstream sophistication‖. Brand manager, Terry Haley describes the concept as
follows, ― Many people want to make their lives better by purchasing sophisticated
and distinctive products at mainstream prices‖ (Liquid Luxury – Appearances Count,
2006). One of the overriding goals of Voss‘s new retail initiative was to take
advantage of this mainstream sophistication/ trading up phenomenon.
This trend towards attainable luxury items has been especially poignant in the
beverage industry. According to Kaplan (2006) this trend is most evident and has had
the most impact on beverage packaging. Ed Slade, co-founder of O Beverages, a line
of upscale flavored waters, says people equate unique design with luxury especially in
regards to water. Describing bottled water packaging, Slade says, “If you go to the
shelf today, pretty much every bottle of water is the same. Except for a premium
water like an Evian or a Fiji”
*Liquid Luxury- Appearances Count, 2006.
MEASURING THE VALUE OF PACKAGING DESIGN
According to Young (2006), there is a growing need for evaluating packaging as
marketing managers increasingly recognize the power of package design. Survey
research has become one important way to document and evaluate design. However,
Young points out that it is no longer simply a question of where to get the numbers
from, but more a question of asking the right questions and seeing to it that the survey
research fully and accurately documents the value of design.
Interest in evaluating package design is not a new phenomenon. For several years, it
has been accepted that consumer research should take place to test potential
packaging changes for well-established brands. It goes without saying that
fundamental changes to the appearance and packaging of well known brands (the
author mentions Cheerios, Tide, and Kraft products) would not take place without
research into consumer perceptions of the new/proposed design systems.
It is important to remember that packaging innovations are driven by a wide
range of strategic considerations and specific objectives. According to Young, many
new recent innovations are a result of a desire to extend brands into new usage
situations and for increasing consumption rates, as is the case with Voss Red.
However, the full scope and full impact of such changes can not be completely
captured in the framework of a sole shopping exercise or product/purchase interest
question. As a result, it is crucial that the survey research undertaken is tailored as to
be relevant to marketing objectives and to address multiple sources of value. Serving
as an example of the importance of such a holistic approach, a recent PRS study
employed a survey which evaluated packaging beginning at the shelf all the way
through the consumer usage experience.