Propel streamlines bottle, message
- Filed in:
- Bottles,
- Source reduction,
- Beverage
PepsiCo has relaunched its Propel® brand low-calorie, nutrient-enhanced water beverage. In 2009, the brand is modernizing its look flavors, portfolio offerings, and packaging, including the introduction of a new 500-mL bottle with 33% less plastic and 30% less label than the previous 500-mL bottle.
According to PepsiCo, from an energy-saving standpoint, this packaging change is the equivalent of taking 6,800 cars off the road (or eliminating 37,450 metric tons of greenhouse gases) a year.
The brand is also launching two new sub lines, Propel Body and Propel Mind, with added nutrients.
"We are excited to offer a fresh new spin on a category leader, as Propel is an original that helped launch the entire vitamin-enhanced water beverage aisle," says Danielle Vona, vice president for Propel. "With an enhanced portfolio of products and a new eco-friendly look and design, Propel is providing those on-the-go with a great tasting, low-calorie enhanced water with antioxidants and now with additional nutrient options."
To support the 2009 platform, Propel will launch a fully integrated marketing campaign that celebrates Propel as the perfect enhancement for a streamlined life. The campaign , called "life.propelled."—includes television and print advertising, digital communications, retail displays, and grassroots marketing initiatives. New flavors and packaging are in stores now in 20- and 24-oz single bottles and 16.9-oz 6- and 12-packs at grocery, c-store, mass, and drug stores nationwide.
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Yes , plastic can be thinned out to reduce packaging. Always a good idea. Smaller companies should keep in mind that sometimes you must add OTHER costs when reducing the plastic weight. And THAT should be taken into account when figuring the carbon footprint totals. Best of luck Propel. Keep up the good work.
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