R/€ = 14.10
R/$ = 10.74
Au 1266.34 $/oz
Pt 1411.50 $/oz
Mar 04, 2005
Makeover for Powerade bottleBack
Bloemfontein|Engineering|Johannesburg|Africa|Amalgamated Beverage Industries|Coca-Cola|Packaging|Water|Africa|Beverage|Constantly-changing Sports Environment|Equipment|Manufacturing|Packaging|Sports Drinks|Sports Trends|Roston Bibb|Water|East Africa|Argus Cycle Tour|Rugby
© 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© Reuse this Comment Guidelines (150 word limit)
Other Food and Beverages News
South African brewer SABMiller is scaling up its sustainable development programmes with a set of ambitious new targets to be achieved by 2020. The new programme, branded Prosper, is the latest evolution in the company’s approach to sustainable development, which...
DC Auto-Motion is the authorised distributor of Japanese linear and motion control mechanical components manufacturer THK Co. Ltd in South Africa as well as the entire Africa. It also offers THK’s premium Linear Motion (LM) guides, recognised as the world’s most...
Recent Research Reports
Road and Rail 2014: A review of South Africa's road and rail infrastructure (PDF report)
Creamer Media’s Road and Rail 2014 report examines South Africa’s road and rail transport system, with particular focus on the size and state of the country’s road and rail network, the funding and maintenance of these respective networks, and the push to move...
Real Economy Year Book 2014 (PDF Report)
This edition drills down into the performance and outlook for a variety of sectors, including automotive, construction, electricity, transport, steel, water, coal, gold, iron-ore and platinum.
Real Economy Insight: Automotive 2014 (PDF Report)
This four-page brief covers key developments in the automotive industry over the past 12 months, including an overview of South Africa’s automotive market, trade figures, production and the policies influencing the sector.
Real Economy Insight: Construction 2014 (PDF Report)
This five-page brief covers key developments in the construction industry over the past 12 months. It provides an overview of the sector and includes details of employment in the sector, infrastructure and municipal spending, as well as insight into companies’...
Real Economy Insight: Electricity 2014 (PDF Report)
This five-page brief covers key developments in the electricity industry over the past 12 months, including details of State-owned power utility Eskom’s generation activities, funding and tariffs, independent power producers and prospects for the sector.
Real Economy Insight: Road and Rail 2014 (PDF Report)
This six-page brief covers key developments in the road and rail industries over the past 12 months, including details of South Africa’s road and rail network and prospects for both sectors.
This Week's Magazine
South African State-owned defence industrial group Denel has announced its fourth consecutive year of profits. The group's results for the financial year 2013/2014 were recently announced at its head office in Centurion, south of Pretoria. Revenues grew by 17%, net...
There is little opportunity for JSE-listed infrastructure company Group Five to grow shareholder value in the domestic market, says CEO Mike Upton. He says value can still be found in the private sector, in the renewable and industrial power sector, as well as in...
The National Association of Automobile Manufacturers of South Africa (Naamsa) has announced the event dates of the 2015 Johannesburg International Motor Show (JIMS). The event will take place from October 14 to October 25, 2015, at the Johannesburg Expo Centre, Nasrec.
UK engineering support services provider Babcock is set to deliver the largest order of global truck manufacturer DAF’s truck tractors in Southern Africa to bulk carrier road-based logistics company Ngululu Bulk Carriers (NBC), with 133 trucks to be delivered in...
Digital radio communications in the African local government space can open up the world, but have many challenges to overcome, notes integration and migration of legacy radio communications infrastructure with digital mobile radio company Emcom Wireless head of...
Next ArticleCelebrity baker fights rhino poaching