Changing the packaging of an iconic brand is always rife with challenges and risks. But the results of a recent packaging update for Snapple have yielded considerable benefits for the brand, according to R&D/Leverage USA (Lee’s Summit, MO).
Snapple single-serve premium teas and juice drinks are now available in a PET bottle designed in a collaborative effort between the Dr Pepper Snapple Group (DPS; Plano, TX) and R&D/Leverage, a packaging solutions provider and mold manufacturer. R&D/Leverage has a long history of working with DPS, so when the DPS product development team began looking for a way to make its Snapple bottle plastic while retaining everything that consumers know and love about the brand, it teamed with R&D/Leverage to develop the perfect solution.
A key driver behind the conversion to plastic was to provide consumers with a convenient, lighter weight container they could enjoy on the go. But the glass Snapple bottle is iconic, so an absolute requirement for this project was to maintain both the look and feel of the original glass bottle, according to Patrick George, Senior Director of Packaging Engineering for DPS.
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