CONCORD, Mass. -- Welch Foods Inc. has gone to the Sterling Group, New York, to design graphics for its 14-oz. single-serve juices, in six flavors like Grape, Fruit Punch and Orange Fusion, for the convenience store channel, reported Brandweek.
To win at c-stores with the wide variety of beverages available, we knew we had to create packaging that would sell itself and stand out, Jeff McAdams, senior product manager at Welch's, Concord, Mass., told the publication.
New graphics on the contoured plastic bottle show a larger Welch's [image-nocss] logo and bolder depictions of real fruit colors. For example, Grape features plump purple grapes with splashes of purple throughout, and deep red cherries are highlighted on the Fruit Punch.
The juices, shipping now, are available at c-stores, vending machines and drug stores, the report said.
The 100% juices help c-stores cater to demand for impulse purchases of portable beverages, said the company.
Support includes trade ads in major vending titles, developed in-house, in-store merchandising and co-marketing events with larger c-store chains, said the report. We find it's better to focus our marketing dollars at point-of-purchase rather than a broader marketing reach, McAdams told Brandweek.
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