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Filling & Packaging 04.05.2010

CROWN’S closures help packaging for Old Orchard’s Premium Very Cherre™ juices speak volumes

To achieve a youthful, bold look for its new Very Cherre™ Montmorency Tart Cherry juices, Old Orchard has adopted brightly colored twist closures from CROWN Closures Americas, a business unit of Crown Holdings, Inc.

To achieve a youthful, bold look for its new Very Cherre™ Montmorency Tart Cherry juices, Old Orchard has adopted brightly colored twist closures from CROWN Closures Americas, a business unit of Crown Holdings, Inc.

The juices are packaged in eye-catching squat glass bottles provided by Saint-Gobain. While the bulbous shape adds a premium feel to the brand and enhances ergonomics, it also put limitations on how much information could be communicated to consumers. With the help of Crown, the package’s closure turned into a high impact branding platform for Old Orchard. A two-color printing process was used to communicate key health benefits and messages to consumers around the skirt of the closure, including the words “Antioxidant Rich” and “Super Premium.” The flavor name and the company’s website address also appear on the skirt of the closure. Vivid colors help consumers distinguish between four flavor varieties: Tart Cherry Blueberry (blue), Tart Cherry Cranberry (red), Tart Cherry Pomegranate (purple) and the original Tart Cherry (green).

“We developed the Very Cherre™ line to fill a void in mid-priced, premium super fruit products that would strike a chord with young, health-conscious consumers,” explains Kevin Miller, Vice President of Marketing, Old Orchard Brands LLC. “The closure played a crucial role in communicating the brand’s nutritional benefits to consumers, so it was imperative to work with a supplier that possessed printing expertise and could deliver in a short timeframe. Crown delivered on all counts.”

Individual bottles of Old Orchard’s Very Cherre™ Montmorency Tart Cherry juices are available in specialty groceries throughout the United States and will soon be available in high-end retail chains like Dean & Deluca and Gourmet Garage in the New York metro area, New Jersey and Connecticut. The beverage can also be purchased in decorated paperboard gift boxes containing all four flavors on Old Orchard’s website or in specialty shops throughout West Michigan. The gift box comes complete with a booklet detailing the nutritional benefits of the Montmorency cherry and punctuated by brilliant images of Leelanau’s landscape. Artwork for the package was provided by the Cull Group, a creative marketing agency based in Michigan.

This twist closure technology is also available to European beverage brands through CROWN Closures Europe.

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