Strawster Proves Ideal Package for Döhler's "Fruit Splash for Kids"
10 Nov 2015 --- In partnering with Ball, Döhler made a strategic move to position the full drinks experience for children by creating a 360-degree campaign with a focus to the right channel, the right product and the right package, marketed to the right target group.
Testing 60 children between ages 5 and 11, Döhler found that children loved beverage cans best, preferring them over other packaging formats. Combined with Strawster, the results were overwhelming: four out of five children chose Strawster over pouches, with Strawster receiving 4.5 points out of 5 on the "5-point-smile-scale" for overall impression. In terms of flavor, children were most excited by a fruity grape, apple and mandarin mix with a little bit of carbonation. As a result "Fruit Splash for Kids" was born.
"Within the highly fragmented beverage market, it is more and more important to address consumers individually with a clear benefit and a multisensory experience. Besides the taste or the 'mouth-feel,' the emotional connection to the brand is a big factor - something that packaging can effortlessly respond to. With a holistic approach, we identified the drivers for the target group of kids, which also included the specific influencing factors of the actual purchaser of the product - their parents," says Christoph Witte, Head of Product Management B2C at Döhler GmbH. "Cans in general are highly attractive for kids and the Strawster, which combines the beloved straw with a harmonic and exciting natural refresher, it is the perfect synergy for kids and a real innovation to the market," Witte further stated.
Sulimar's beer mix with special appeal to women
Equally impressed by Strawster, the Polish Sulimar brewery was the very first company to see the unique marketing potential offered by the new straw solution. Their popular beer blended with grapefruit juice, Cornelius Grapefruit, was previously available exclusively in bottles. Its trailblazing launch in a 25 cl Strawster slim can this summer was an immediate success. With Cornelius Grapefruit's primarily female consumer target base, Strawster was a strategic opportunity to speak to a market that can be at times, not comfortable drinking out of a can. Based on the market's impressive reception, Sulimar is now working closely with Ball to roll out its next phase of Strawster for 2016.
Sulimar's success with the solution was reinforced by the research agency SPA Future Thinking, who found that 80 percent of women would purchase certain drinks if they were available with Strawster. Half of these women also indicated that they were willing to pay premium pricing for can solutions using Strawster.
It's not just POS, it's also POU
"Differentiation at point of use (POU) is sometimes underestimated as a trigger for purchase decisions," says Antti Laakkonen, business manager (product) at Ball Packaging Europe.
"In a strongly competitive market where profitability might be at risk due to the frequency
of competitive price promotions, an intensified battle for shelf space and increased retailer buying power, convincing POU solutions have great potential to win over new consumer groups."
Strawster is exclusive to the 25 cl slim can (filling volume 24,5cl) and offers consumers a 'wow' effect, as well as a spill-proof solution for on-the-go refreshment. It is filled, seamed and recyclable like a regular slim can. To further advance Strawster's appeal, Ball can laser logos, simple images and messages directly onto the exterior of the straw - a notable differentiator in this highly competitive marketplace.
