Bold Designs Gain Listing for Seltzer

By Teather, David | Marketing, March 9, 1995 | Go to article overview

Bold Designs Gain Listing for Seltzer


Teather, David, Marketing


While some of the larger soft drinks manufacturers have been struggling to make their can designs as alike as possible (note the great swathes of ubiquitous red and white), one small brand proved this week that it does pay to be a little different.

After six years of waiting on the fringes, Seltzer has finally made it on to the shelves of a major multiple, not on the back of a multi-million pound advertising campaign but on the strength of its new pack design.

The brand is relaunching with ten flavours in ten different treatments put together by consultancy Springett Associates.

Can wraps vary from the more conservative Vanilla Cream and the type-heavy Pink Grapefruit to the tongue-in-cheek Banana.

The only evidence of branding is the clear can and the logo - although even the rubrik appears in different colours and with or without a background strip.

The new look flies in the face of all known textbook solutions, but it has managed to secure the sacred Tesco listing where Seltzer's first ad campaign, last year, failed.

"We haven't got the budget for a serious above-the-line campaign so we needed to create an image with the pack," says Seltzer Drinks Company managing director Mark Peters.

Seltzer was the brainchild of Peters and co-founder Rupert Marks. The pair set up production in Iceland and began peddling the drink to the glitterati in Covent Garden from the back of Peters' 2CV.

Since the first can was sold in 1989, the brand has grown to production levels of around 18 million cans a year but the major multiples had so far eluded the company. Over 45% are currently exported to countries including Singapore, Italy, France, the Lebanon and South Africa.

"We had difficulties because we are a premium price product," says Peters. A can retails at around 59p. "But the multiples are where the foot fall is. This will make a vast difference."

The redesigns were pushed through by Peters & Co who, apparently, liked the various roughs which were presented by Springetts so much that they wanted to use the lot.

Chief executive of Springetts, Rod Springett, originally advised against the idea. "We said that it was the wrong thing to do because they were trying to build a brand," he says.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Bold Designs Gain Listing for Seltzer
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.