Malibu Rum contacted Gilbreth to help launch Malibu Red, a brand new product in the Malibu family of rums. Malibu challenged Gilbreth to help maintain a consistent brand image with its other products while at the same time to create a unique look that would help Malibu expand its market reach in the Wine & Spirits category. The Malibu team wanted to create a mirror-image metallic red and silver look throughout the glass bottle from base to neck. In order to accomplish this goal, the Gilbreth product development team would need to replicate a clear area in the artwork that would allow the product to be visible by consumers while on the shelf.
Gilbreth graphics designers and product engineers developed conceptual artwork, product design and prototypes for Malibu's brand management team. Gilbreth determined that the best solution would be to apply grid material to the bottle in the same PETG film that would be used on the finished products. Our prepress department analyzed distortion calculations and determined the optimal methodology needed to maintain a consistent metallic red and silver look from the base of the bottle to the neck. Gilbreth utilized a proprietary ink technology in order to maintain a metallic finish while the sleeve label shrunk to 75% of its original size. The design team developed a solution that maximized the Malibu brand exposure to potential consumers with unique labeling and placement concepts and techniques.
Malibu Red launched to rave customer reviews. Consumers identified the distinct flavor difference of Malibu Red relative to other rums. The bold, bright shrink sleeve labels offer Malibu a unique shelf presence while differentiating the brand from other Malibu Rum lines. Malibu has chosen Gilbreth to be their strategic provider of shrink sleeve labels across the Malibu family of
A major energy drink supplier asked Gilbreth to develop a packaging solution that would help their products stand out from those of their competitors and drive increased sales. The current packaging solution consisted of a painted aluminum can and the client wanted to maintain the brand identity that the can had helped to develop over time. The brand consisted of both the primary brand as well as line extensions, thus creating multiple SKUs. Further compounding the customer's problem was the fact that they needed to carry three to four months of inventory for each SKU at multiple locations, thus driving considerable extra costs.
Gilbreth recommended that the customer switch to a plastic container packaging solution with a shrink sleeve label. Gilbreth also recommended use of an alternate metallic ink technology to achieve optimum metallic finish. The new technology allowed Gilbreth to vignette the colors, thus matching the look of painted aluminum. The 360°decoration of a shrink sleeve replicated the metallic look and feel but enabled the customer a better quality, higher shelf impact solution. Additionally, the Gilbreth solution drove substantial savings by enabling the customer to reduce their inventory needs.
Gilbreth utilized product innovation and advanced engineering to reduce inventory, material, and transportation costs without compromising brand identity. Based on the customer's feedback, the new packaging solution resulted in higher sales and an increase in market share. Subsequently, the customer has added additional product lines and looked to Gilbreth as their primary shrink sleeve packaging partner.