Composite container creates 'stir' for Sara Lee cappuccino mixes
There is nothing quite as refreshing or relaxing then a rich, steaming cup of cappuccino on a cold morning. But the same brisk weather that drives us to drink — cappuccino that is — also creates a desire to enjoy this pleasure at home. And that's what makes Sara Lee Coffee & Tea's new Hills Bros Cappuccino mixes packed in composite cans such a pleasant new treat.
The emphasis of the new Hills Bros Cappuccino package — supplied by Sonoco — is ease of use. Packed in an easy to open, resealable composite can, consumers have merely to peel back the Sealed-Safe membrane top, measure out the instant cappuccino mix with the scoop provided inside the package, add boiling water and enjoy. The consumer then reseals the can with the flexible plastic overcap, ensuring the next cup — and the next — is as fresh as the first.
"It's a perfect blend of product and package," says Juliet Singh, Sara Lee brand manager for Hills Bros Coffee. "Hills Bros Cappuccino is positioned as a convenient, great-tasting beverage to enjoy with your family at home. This user-friendly package enhances that."
Working together
Working with Compact Industries, a St. Charles, Ill.-based co-packer, Sonoco is supplying Sara Lee with spiral-wound 307x508 cans that contain 16-oz (453g) of the water-soluble mix. The bold, red and gold offset-printed labels sport a glossy UV coating, enhancing the taste-tempting illustration of a steaming cup of cappuccino.
The Hill Bros Cappuccino line consists of six flavors: French Vanilla, French Vanilla Fat Free, Café' Vienna, English Toffee, White Chocolate Caramel and Double Mocha. Launched in October, Hills Bros Cappuccino is sold on a regional basis in key markets, including Chicago, Dallas and Los Angeles.
Sonoco was awarded the Hills Bros Cappuccino business partly because of its long-standing relationship with Compact Industries. The co-packer, which manufactures, blends and packs powdered beverages and foods, operates a state-of-the-art plant outside Chicago. When Sara Lee Coffee & Tea, formerly Superior Coffee, came to Michael Brown, president of Compact Industries, to discuss a package for its new cappuccino product, Brown immediately thought of Sonoco.
"We have been doing business with Sara Lee for many years and with Sonoco for more than five years, packing a number of branded and private label products for retail and food service. Based on our past experience working with Sonoco, we knew we could count on them to supply a high quality, fillable package," says Brown.
Reinforcing marketing strategy
Sonoco manufactures the cans at its Chicago plant and began shipping them to Compact Industries in nearby St. Charles in September for the October launch. Compact Industries used its high-speed GEI Mateer Burt filling equipment and standard seamers to fill and seal the cans. The close relationship between Compact Industries and Sonoco resulted in a flawless execution of the project. "We had the package, the equipment and the experience. There were no issues," says Brown.
Sara Lee is supporting the launch of Hills Bros Cappuccino with spot and national television advertising, coupons in Sunday circulars, and a major outdoor advertising effort in Chicago where Hills Bros is the number one coffee brand. Emphasizing convenience, advertising urges consumers to "Bring It on Home" because "nothing is as warm as home."
"This has been a very rewarding project for us," says Sonoco sales representative Lea Wayne, who worked closely with Compact Industries and Sara Lee on the project. "Not only did one of our co-packers ask us to get involved — which Sonoco considers a tremendous compliment — we were also able to demonstrate to Sara Lee the true consumer appeal of composite cans."
"Our package reinforces Sara Lee' s marketing strategy of creating a great tasting cappuccino product that's easy to use at home. We think this blend of product and package will help Sara Lee stir up the instant cappuccino segment."
For more information:
Sonoco Products Company, Tel: 843-383-7000, Fax: 843-383-7008
Compact Industries, Tel: 630-513-9600, Fax: 630-513-9655
GEI Mateer Burt, Tel: 610-321-1100, Fax: 610-321-1199
Edited by Bill Noone
Managing Editor, PackagingNetwork.com