Elopak Introduces Icone - A Revolution in Packaging

30 Jul 2007

The design styling of iCone provides a footprint that fits perfectly into a car cup holder, and the sturdy grip of the coned shape makes this package ideal for the mega trend and growing on-the-go market.

30/07/07 Elopak introduces iCone, a new packaging solution from ELOPAK to transform premium beverage and food-to-drink brands into a new generation of premium fresh and ambient products - taking premium to places where premium has never been before. iCone is a World revolution in packaging, combining the best of strong functional benefits and emotional values, in a uniquely designed coned shape.

Brand exposure on the large flat surface of the front panel maximizes consumer brand impact and recognition creating outstanding differentiation that enables manufacturers to advance brands to new, higher premium levels..

In consumer tests conducted in the U.K. and France, iCone recorded very high consumer interest and purchase intent; with 89% and 78% of consumers stating iCone is unique and different. Tests indicated superior ratings for functional benefits of ease of handling, pouring, opening, reclosing, stability, unbreakability and storage. Furthermore, iCone is seen as a fresh, premium, smart, modern, original, good-looking and qualitative package.

Research confirms that consumers who are satisfied with products in use are more likely to repurchase and be brand loyal. All market and research intelligence points iCone to be one of the most powerful package solutions for brand marketing and growth in Europe today.

iCone comes in various sizes, including the portion pack. iCone portion pack is ideal for brand extensions into new distribution channels such as hotels, gas stations, leisure and catering outlets, which represent a key source of volume growth.

Børge Kvamme, Executive Vice-President of Elopak Region EMEA explains, "iCone represents a heavy-weight branding tool with an extra marketing punch to brand values to take premium brands into new territories - new markets and new distribution channels. The extra high purchase intent recorded for iCone indicates that consumers will pay more for this package and will buy it more often - representing significant volume and premium pricing opportunities. It is the champion of all premium beverage and food-to-drink packages, giving the inspiration for a whole new generation of premium brands.

iCone also offers the Diamond shape feature as an option, which makes it easier for consumers to drink directly from the pack. Both the asymmetric and the Diamond shape allow for the large Elopak-Cap XE - the best cap system on the market today.

The coned shape also provides an environmental benefit, as less paperboard is used, and a thinner grade of board is required to provide the same strength and sturdiness as standard cartons. This will bring both costs savings, in reduced and less expensive materials, and a key corporate environmental statement.