Background

Worked with client to create packaging for a new Walgreens premium soda product to capitalize on the renewed interest in ‘old-fashioned’ naturally flavoured soda products sweetened with real sugar. Objective was to create a package that would communicate the various product attributes and communicate the premium positioning of the product.

Strategy/Execution

Worked with key client contacts to help identify other products and package executions in similar/other categories that were felt to be good examples of the ‘look and feel’ they desired. Based on final briefing and directional conversations, execute design of packaging for 5 SKU’s.

Results

Product launched in all 5,700 Walgreens stores nationally in early June of ’07 with national newspaper support of special launch promotional pricing and in-store display activity. Certain SKU’s continue to be sold in selected regions.