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FOR IMMEDIATE RELEASE
SUCCESS STORY: SELLING VODKA
COOLERS BEGINS AT SHELF LEVEL
Atlas Wines’ VEX Kiwi Mango is #2 in Ontario;
Strategies International design is credited.
 TORONTO,
ON (September 2, 2003) – New Kiwi Mango Lemonade
from VEX is the vodka cooler that is driving category
sales this summer and its packaging plays a vital role.
Strategies International has designed packaging for
VEX that is instantly recognizable, where it counts,
in store by incorporating bright colours that correspond
to the flavours and ingredients inside. Unlike the category
leader, VEX is an in-store brand only. Sales success
has to rely heavily on retail presence.
The cooler category sells 9.2 million cases of coolers
each year and the Kiwi Mango Lemonade flavour alone
is on pace to sell 140,000 cases itself in its first
year on shelf. Sales are large enough to be the number
two selling new cooler in Ontario. The brand itself
is increasing in sales by x%, despite no advertising
and a cool summer.
"Packaging is the only ad, and it’s only in
the store. So it is very important that we stand out
from the competition in look and taste. VEX is a retail
brand and you could say, it has shelf appeal with a
great taste to back up the eye-catching packaging."
says Chris Pfeifer, Brand Manager, Refreshment Beverages,
Atlas Wine Merchants. "Strategies International,
in their experience, has supplied Atlas with the visual
hook we needed to entice consumers to buy."
"In our 8 years of experience building brands with
Atlas," says Greg Berube, President, Strategies
International "we’ve focused on hard-working
shelf presence as the first step in sales success. In
fact, we apply this principle to all our packaging clients."
"This launch has really paid off. The process that
Strategies International follows with clients, from
concept to product, has proven itself to be effective
and competitive on shelf for many Atlas brands. When
they marry the packaging with the brand message this
well, it’s pretty exciting." added Pfeifer.
In addition to VEX, Strategies International is the
brand custodian for Vincor’s Tabu, Canada Cooler
and Growers Cider.
For more information contact:
Rob
Landsmann, Fantail Communications Inc., 416-363-4805, rob@fantailinc.com
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