Demonstrating the originality and inventiveness that can be achieved through corrugated packaging materials, Smurfit Kappa provided Miller Brands UK with a conventional fit-for-purpose beer case which transforms into an all-in-one beer chilling party pack for use in the home, at BBQs or festivals. The cooler pack received Corrugated Pack of the Year at the UK Packaging Awards.
“We identified an opportunity in Scotland to deliver incremental revenue by enhancing the consumer’s ‘at home’ experience,” Kelly Skinner from Miller Brands UK said. “The cooler pack was designed to deliver against this brief by offering consumers an easy solution for chilling Millers Genuine Draft for sharing occasions in the home.”
“CRP ensured all functional aspects of the pack were delivered whilst maintaining the brand’s premium positioning and never compromising on the delivery of the enhanced consumer experience,” Kelly added. “The pack has performed excellently, and that is a testament to the design of the pack and CRP’s expertise. As a result, 60% of the first production run was sold during the first 10 days.”
The 18-bottle cooler pack was praised for its ability to transcend brand values from the store to the home, singing off the shelf through high-quality litho printing and stand out graphics whilst extending the post purchase life of the product through its secondary use as a beer cooling pack.
The unique and intuitive pack uses a perforated tear strip to release the lid and innovative concertina webbing to splay open the pack making filling quick and easy for the consumer in the home.
Litho printed with an aqueous varnish on the outside, the pack provides on shelf standout and engagement with the consumer. The inside of the pack is coated with a water-resistant barrier coating allowing the consumer to fill the pack with ice, keeping their beer chilled for hours.
“We are delighted to have been awarded Corrugated Pack of the Year for our Millers cooler pack,” Dev Brahmachari, sales and marketing director from CRP Print and Packaging, added. “This award is testament to our leading position as specialist packaging manufacturers and is proof of the scope of originality that can be achieved through corrugated packaging. We look forward to working with our new colleagues at Smurfit Kappa who we know have considerable expertise and are able to help us access a much broader market.”