http://www.engineeringnews.co.za
  SEARCH
Login
R/€ = 13.93Change: 0.00
R/$ = 12.67Change: -0.01
Au 1095.49 $/ozChange: 0.31
Pt 984.00 $/ozChange: 2.00
 
 
Note: Search is limited to the most recent 250 articles. Set date range to access earlier articles.
Where? With... When?








Start
 
End
 
 
And must exclude these words...
Close Main Search
Close Main Login
My Profile News Alerts Newsletters Logout Close Main Profile
 
Agriculture   Automotive   Chemicals   Competition Policy   Construction   Defence   Economy   Electricity   Energy   Environment   ICT   Metals   Mining   Science and Technology   Services   Trade   Transport & Logistics   Water  
What's On Press Office Tenders Suppliers Directory Research Jobs Announcements Letters Contact Us
 
 
 
RSS Feed
Article   Comments   Other News   Research   Magazine  
 
 
Mar 03, 2005

Makeover for Powerade bottle

Back
Engineering|Africa|Design|Environment|Packaging|Training|Water|Africa|Equipment|Manufacturing|Packaging|Water
Engineering|Africa|Design|Environment|Packaging|Training|Water|Africa|Equipment|Manufacturing|Packaging|Water
engineering|africa-company|design|environment|packaging-company|training|water-company|africa|equipment|manufacturing|packaging|water
© Reuse this Coca-Cola’s concentrated version of its sports drink, Powerade, has undergone a makeover – the bottle has been made more durable, reuseable and versatile, while a trimmer and more ergonomic shape has been adopted, Coca-Cola Southern and East Africa marketing manager of adult brands Roger Gauntlett tells Engineering News.

He says that the new bottle is made of an opaque high-density polyethylene.

The previous bottle was made of clear polyethylene terephthalate.

Gauntlett says that the new look and feel will be sportier and trimmer, making it more user-friendly for athletes, while the enhanced packaging graphics will ensure improved brand visibility in the trade.

The new packaging is more functional, focusing on the needs of today’s sportsperson, while the more widely available ready-to-drink Powerade pack becomes a beverage used by a broader consumer base for wider drinking occasions. Gauntlett says that “your more hard-core athletes, for whom training is more frequent and time-consuming, primarily buy the concentrate and Powerade becomes an integral part of the sports- person’s preparation and recovery routine”. The ready-to-drink and concentrate bottles will also be more versatile, as the sports cap or nozzle of the ready-to-use Powerade can be put on the new concentrate bottle to use it as a squeeze bottle, he says, adding that the new label on the bottle will also be more effective than the label which was attached with an adhesive.

“Every time the bottle is washed, the label comes off and, from a brand perspective, you are throwing away a great opportunity for branding,” Gauntlett says. He reports that the new bottle is part of the company’s overall Powerade-packaging strategy, which is to stay on the leading edge of functional packaging.

Gauntlett also sees the constantly-changing sports environment as an important factor in the packaging of sports drinks. “You need to anticipate what will happen in sports trends and subsequent changes in equipment design within the sport industry,” he says, stressing the importance of adopting new trends. Powerade concentrate was introduced on to the market in November 2000, but production was hampered by the growing demand for Powerade ready-to-drink. The increase in Powerade’s market share from 2001 until now has enabled the company to introduce a second manufacturing facility.

The company now has manufacturing facilities in Johannesburg and Bloemfontein, Gauntlett says. The new bottle was not redesigned from a manufacturing point of view, but from a consumer perspective, Amalgamated Beverage Industries’ alternative beverage manager Roston Bibb says, adding that the packaging still needed to be affordable, efficient and cost-effective.

The new bottle is available in most top-end retail stores, Bibb says, adding that the new packaging has already penetrated about 80% of the market, with 100% penetration being anticipated by mid-March, when the ‘previous bottle’ has sold through.

Gauntlett says that, with the concentrated Powerade being positioned against serious sportspeople, big brand sponsorships like the Argus Cycle Tour and Super 12 rugby will be used to communicate the new product.

He thinks that the sports-drink category is reaching maturity and that it is currently under a degree of threat, especially from increased activity in the bottled-water and flavoured-water categories, with which it competes indirectly. Powerade and Energade control the category in volume and value.
Edited by: Mariaan Webb
Creamer Media Senior Researcher and Deputy Editor Online
© Reuse this Comment Guidelines (150 word limit)
 
 
 
 
 
 
 
 
Other Food and Beverages News
LATERAL POTENTIAL High demands on production, quality and hygiene in the food industry necessitate efficient and well-managed systems
Students participating in the 2015 PneuDrive Challenge Engineering Design Competition will need to design “game changers” for the food and beverage industry, says drive engineering company SEW-Eurodrive. This year’s competition roadshows started at the end of last...
CRYOLINE XF SPIRAL FREEZER Demand for new and innovative freezing solutions is linked to continuous product design
Having introduced several freezing and cooling solutions across the food processing industry in recent years, South Africa-based gases and welding company Afrox successfully launched a number of new-generation cryogenic freezing solutions onto the local market last...
More
 
 
Latest News
Embattled South African steel producer ArcelorMittal South Africa (AMSA) has offered insight into the “fair pricing model” it has tabled before government in return for tariff protection and a government stipulation that locally manufactured steel be designated for...
Telecommunications group Telkom on Friday said it had posted a 1.7% uptick in net revenue for the three months to June 30, on the back of a strong performance by mobile on data revenue and higher fixed-line subscription revenue. Mobile net revenue for the first three...
Dangote Cement revised its 2015 spending plans to $1-billion from the $700-million estimated nine months ago after it commissioned two new African plants this June, Nigeria's biggest listed company said on Friday. The company, majority owned by billionaire Aliko...
More
 
 
Recent Research Reports
Real Economy Year Book 2015 (PDF Report)
There are very few beacons of hope on South Africa’s economic horizon. Economic growth is weak, unemployment is rising, electricity supply is insufficient to meet demand and/or spur growth, with poor prospects for many of the commodities mined and exported. However,...
Real Economy Insight: Automotive 2015 (PDF Report)
Creamer Media’s Real Economy Year Book comprises separate reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, gold, iron-ore and platinum sectors.
Real Economy Insight: Water 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
Real Economy Insight: Construction 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
Real Economy Insight: Electricity 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
Real Economy Insight: Road and Rail 2015 (PDF Report)
Creamer Media’s Real Economy Year Book has been divided into individual reports under the banner Real Economy Insight and investigates key developments in the automotive, construction, electricity, road and rail, steel, water, coal, gold, iron-ore and platinum sectors.
 
 
 
 
 
This Week's Magazine
Daimler truck test engineer Dirk Stranz pushes one button, and then retracts his hands from the steering wheel of the Mercedes-Benz Future Truck 2025. “And now the truck is driving itself.”
The statutory body responsible for skills development and support in the banking sector, BANKSETA, was investing R68-million in the capacity building project of the University of Venda (UniVen), announced Bankseta company secretary Caroline King at a media event in...
LIONEL MOYAL Cloud services providers must compete against other cloud services providers for business by providing up-to-date systems and services
Legacy information technology (IT) systems are becoming increasingly obsolete because of the maturity, efficiencies and cost effectiveness of cloud-based IT services, says information and communication technology major T-Systems subsidiary Intervate head Lionel...
ARMANDÉ KRUGER Balancing the collection and processing of data must be aligned to strategy
Many complementary services enable companies to derive broad value from data inside and outside them. The complexity of data management means that companies’ strategies determine the various data systems and functions they will use, says PBT Group regional sales...
The South African Civil Aviation Authority (SACAA) has announced that it had awarded the country’s first remotely piloted aircraft systems (RPAS) pilot’s licence. It was issued on Friday, July 10, to SACAA employee and qualified commercial pilot Nicole Swart,...
 
 
 
 
 
 
 
 
 
Alert Close
Embed Code Close
content
Research Reports Close
Research Reports are a product of the
Research Channel Africa. Reports can be bought individually or you can gain full access to all reports as part of a Research Channel Africa subscription.
Find Out More Buy Report
 
 
Close
Engineering News
Completely Re-Engineered
Experience it now. Click here
*website to launch in a few weeks
Subscribe Now for $96 Close
Subscribe Now for $96