Heineken launches new pack design for John Smith’s Extra Smooth
The UK’s number one ale, John Smith’s Extra Smooth, is looking better than ever after a striking new secondary packaging redesign that highlights the brand’s smooth and satisfying taste.
The UK’s number one ale, John Smith’s Extra Smooth, is looking better than ever after a striking new secondary packaging redesign that highlights the brand’s smooth and satisfying taste.
Available on all the multipacks, the new pack design features a beautifully photographed pint, reminding shoppers and consumers that a can of John Smith’s Extra Smooth delivers a great pint at home as well as the pub.
The new packaging highlights the smoothness, quality and heritage that shoppers can expect from such an iconic brand. The bold new design, which incorporates the primary colours traditionally associated with John Smith’s, also creates a clear signpost for consumers looking for the brand on-shelf, improving the shopping experience for consumers and the Point of Sale offering for retailers.
Karen Crowley, senior brand manager for John Smith’s at HEINEKEN in the UK, says: “Before we embarked on the production of new packaging we ran extensive consumer research to determine what design was most appealing to ale customers. The reaction to the shot of a perfectly poured pint on the packs was extremely positive, with those surveyed agreeing that it conveyed a sense of smoothness and the knowledge that you can enjoy the perfect pint at home with John Smith’s Extra Smooth.
“They also appreciated the simplistic ‘no nonsense’ nature of the design that aptly communicates what is inside the pack, which is particularly helpful for ‘donor shoppers’ who are buying for a friend or family member.”
John Smith’s continues its commitment to the Traditional Canned Ale category with significant investment behind its racing platform, including the high profile sponsorship of the John Smith’s Grand National.
Source: John Smith’s
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