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Packaging design
A Cable for Juicy Connections
Finding a catchy brand name can cause a lot of headache for manufacturers. But can thinking outside the box help brands to put an enticing twist on a familiar concept? GlobalData explores the unusual and striking appeal of a new pack used for FMCG electronics which transforms a term conventionally associated with a specific packaging type, into a brand name for a completely different category.
Launched by Gusto Telecom the Juice brand for FMCG electronics has demonstrated an unconventional way of catching the eye of browsing consumers. The Juice-branded micro USB charge and sync cable for connecting mobile phones and other devices comes in a free-standing pouch with a pour spout set into an angled seal at one corner, typically used for semi-liquid or liquid products, including juices.
The gray cable, clearly visible through an unprinted window area to the front of the pack, is coiled inside the pouch and secured by metal ties. The pouch has an all-over glossy surface finish and a punched aperture to centre top for rack display. It also features a tear notch at the top for opening.
"The packaging is not a 'fake' mock-up – it is a real pouch with fully working closure and could be potentially used for liquids. This makes its application unconventional and even a bit bizarre," comments Pawel Urban, packaging analyst for GlobalData.
Juice-branded USB cables and other items comes in similar type of pouches
of various sizes and colours, creating a strong point of difference for the brand
The use of that kind of pack for FMCG electronics helps to build a strong image for the entire brand by close association with its name. In addition, "Sync don't drink" text printed at the bottom of pack adds yet another element of fun to this unusual application of pouch.
"The whole range of Juice-branded USB cables and other items comes in similar type of pouches of various sizes and colours, creating a strong point of difference for the brand. I believe there may be more cross-category packaging innovations of that kind in the future as this one clearly shows how effective they can be," Urban adds.
Launched by Gusto Telecom the Juice brand for FMCG electronics has demonstrated an unconventional way of catching the eye of browsing consumers. The Juice-branded micro USB charge and sync cable for connecting mobile phones and other devices comes in a free-standing pouch with a pour spout set into an angled seal at one corner, typically used for semi-liquid or liquid products, including juices.
The gray cable, clearly visible through an unprinted window area to the front of the pack, is coiled inside the pouch and secured by metal ties. The pouch has an all-over glossy surface finish and a punched aperture to centre top for rack display. It also features a tear notch at the top for opening.
"The packaging is not a 'fake' mock-up – it is a real pouch with fully working closure and could be potentially used for liquids. This makes its application unconventional and even a bit bizarre," comments Pawel Urban, packaging analyst for GlobalData.
Juice-branded USB cables and other items comes in similar type of pouches of various sizes and colours, creating a strong point of difference for the brand
The use of that kind of pack for FMCG electronics helps to build a strong image for the entire brand by close association with its name. In addition, "Sync don't drink" text printed at the bottom of pack adds yet another element of fun to this unusual application of pouch.
"The whole range of Juice-branded USB cables and other items comes in similar type of pouches of various sizes and colours, creating a strong point of difference for the brand. I believe there may be more cross-category packaging innovations of that kind in the future as this one clearly shows how effective they can be," Urban adds.
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