Launched in Sweden this summer, Ceethree’s iO Natural Energy Drink, presented in cube-shaped, extrusion blow moulded HDPE Cubis bottles, has been selected as Pack-Track Innovation of the Month for November 2011.
In its first commercial use in Europe, the innovative 25cl container – developed in Sweden by Cyprus-based Cubis Ltd – was chosen by Sweden’s IO Drinks to bring extra on-shelf impact to its newly created green coffee and guarana-based energy drink brand.
Cubis is described as the world’s first stackable plastic beverage container with a flip-top cap, specifically designed for on-the-go consumption.
With Ceethree’s iO Natural Energy Drink’s minimalist graphics applied in the form of a shrinksleeve – by CCL Decorative Sleeves, UV Flexo printed in five colours on 50 micron OPS – not only does the pack shape ensure stand-out on the shelf, but it makes it highly efficient from a retail and logistics viewpoint, the company says.
The bottles are easily stackable and optimise space utilisation, unlike conventional cylindrical bottles where there is a lot of wasted space around the pack.
Pack-Track packaging insights director Andrew Streeter comments: “You cannot help but admire the difference in this drink pack, which is a bottle but does not look like a bottle to the consumer.
“We should not lose sight of the good material distribution achieved in the structure and how, coupled with the cuboid shape, this makes for a strong construction.
“There is a message for everyone here, in that packaging is a creative medium and the market can always be challenged by innovation, plus no doubt some determination!'
A wholly owned subsidiary of Datamonitor, Pack-Track is an international subscription-based service, focusing specifically on packaging innovation around the world. It was built and is run by packaging specialists and has more than 25 years of experience supplying up to date packaging innovations that can be transferred across category to global FMCG and OTC manufacturers, to advance their brands.
Ceethree's iO Energy Drink launched in Sweden, using the Cubis cube-shaped plastic bottle
