Experience the Ocean -
The SIG Combibloc Carton Beverage Package can be used as a powerful marketing
instrument.
"Experience the Ocean" is the slogan of
a striking on-pack promotion on German point-of-sale shelves. It can be seen on
"Krings Premium" juices packaged in the aseptic combifitPremium carton
from SIG Combibloc.
This on-pack promotion provides information
highlights on a scientifically supported project of the association "Meer
e.V." aimed at the conservation of marine mammals. It is linked to a
competition offering 100 whale and dolphin adoptions, whale-watching trips to La
Gomera in the Canary Islands and subscriptionsto the German pay-TV channel
Premiere.
Popular marketing instrument
On-pack promotions are one of the most popular
marketing instruments used to distinguish a product from the competition,
increase sales and turnover and to promote long-term brand loyalty among
customers. The display surfaces of the combifitPremium aseptic carton provide
generous space for unusual design concepts. No less than three outer panels draw
the attention of consumers to the project for protecting whales and dolphins off
the coast of the Canary Islands' La Gomera. Luit Mulder, Director Sales &
Marketing at Refresco North/Krings Fruchtsaft GmbH explains, "Through the
on-pack promotion ´Experience the Ocean', we are enhancing the attractiveness
of our products at the point of sale. Given its display potential, the beverage
carton is a superb communication medium".
The company was founded in 1954 and, nowadays,
ranks among the leading producers of fruit juices and juice-based refreshments.
In the year 2000, Krings Fruchtsaft became part of the Refresco Holding, which
has its corporate seat in the Netherlands. In 2004, Refresco North generated net
sales of 320 million euros.
Tourism and marine protection
The on-package promotion displayed on the
"Krings Premium" juice cartons is only one element of the
"Experience the Ocean" advertising package. In addition to the
"Meer e.V." association and Krings Fruchtsaft GmbH, the online travel
agency Ferien AG and the pay-TV channel Premiere are sponsoring the project. For
many years now, "Meer e.V." has been actively involved in protecting
sensitive marine mammals by demonstrating how tourism and marine environmental
protec-tion can successfully complement each other. One prime example is
whale-watching tours that allow whales and dolphins to be observed in their
natural habitats. Through a combination of TV commercials, ads and television
reports, the sponsoring partners are ensuring widespread advertising coverage as
well as the financing and organisation of the prizes.
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About SIG:
SIG is a global supplier of packaging material, plant
systems and services for the beverage industry and a leader in selected markets.
The SIG Beverages Division is an internationally leading
manufacturer of plant systems for the production of plastic packaging as well as
complete solutions for the beverage industry.
SIG Corpoplast is an internationally leading supplier with
30 years of experience in the design, construction, sales and servicing of
machines and systems for producing PET bottles. The machine range comprises
stretch blow molding machines of the BLOMAX Series III with outputs of more than
40,000 PET bottles per hour and PLASMAX coating machines for enhanced barrier
properties, improved quality and longer shelf life of sensitive drinks in PET
bottles.
With its 6,671 employees, the SIG group generated sales of
about 1.7 billion euro in the fiscal year 2004.
