Krings Premium in combifit pack supports projects of Meer E.V.

A close encounter with whales and dolphins: on-pack promotion lets consumers experience the sea.

"Meer erleben" (experience the sea) – this is the slogan used in the striking promotion on "Krings Premium" juices filled in aseptic combifit Premium cartons from SIG Combibloc. This on-pack promotion provides useful information on the projects by "Meer e.V.", a German association for the protection of marine mammals, which also benefit from scientific support. Linked to the promotion is a competition, whose main prizes include 100 whale and dolphin adoptions, whale-watching trips to La Gomera (Canary Islands) and subscriptions to Premiere, the German pay-TV station.

The sides of the aseptic combifitPremium carton pack with the typical slanted roof and the convenient combiTwist screw cap provide sufficient space for innovative design ideas. Three of the four sides of the "Krings Premium" juices orange, banana, cherry, passionfruit and multi-vitamin fruit are used to inform consumers about the whale and dolphin protection project conducted by "Meer e.V." offshore the Canary Island of La Gomera.

A popular marketing tool

On-pack promotions are among the most popular marketing tools which are used to make a product stand out from among the competition, increase sales volumes and revenues and retain customers in the longer term.

The display sides of a beverage carton can be printed entirely to customers’ wishes, thus offering the added value of effectively communicating messages to the consumer.

"Our on-pack promotion increases the attractiveness of our product at the point of sale. Its display properties make the beverage carton an eminently suitable medium for communication," explains Luit Mulder, Director of Marketing & Sales at Refresco North/Krings Fruchtsaft GmbH. "What is more, the beverage carton has an eco friendly image and is therefore ideal for communicating environmental topics." Established in 1954, Krings Fruchtsaft GmbH maintains production facilities in Herrath and Uelzen and is today among the leading manufacturers of fruit juices and fruit-based drinks. Since 2000, Krings Fruchtsaft GmbH has been a member of Refresco Holding, Netherlands. Refresco North generated sales of EUR 320 million in 2004.

Tourism and marine protection

The promotion on the "Krings Premium" juice cartons is only one aspect of the "Meer erleben" promotion package. In addition to the association and Krings Fruchtsaft GmbH, German pay-TV station Premiere as well as Ferien AG also sponsor the project, which has won the international "Tourism & Ecology" award and is lead-managed by "Meer e.V.". For many years, the non-profit organisation has been dedicating itself to the protection of sensitive marine mammals, which are endangered by marine pollution, overfishing, direct hunting as well as noise, high-speed ferries and tourism. "Meer e.V." shows how tourism and marine protection can mutually complement each other. Examples include whale-watching trips, where whales and dolphins can be observed in their natural habitat under the expert guidance of a marine biologist.

Prizes in the competition featured on the "Krings Premium" juice cartons from Krings Fruchtsaft GmbH include six of these 7-day trips for two people.

The cooperation partners use a combination of TV commercials, ads and TV reports to ensure wide coverage of the project and will finance and organise the trips.