Color-Box is 'Cruisin' along: the company works with Bacardi to develop a package to sell on cruise ships

Paperboard Packaging, Nov, 2003

Color-Box, a wholly-owned subsidiary of Georgia-Pacific Corp. based in Atlanta, worked with its client Bacardi to develop a multi-bottle package that would be used to sell Bacardi's product on cruise ships. The carton is designed to hold two bottles. The product is heavy yet fragile so it was important that it was protected and secure in the carton.

For this reason, a M-shaped insert was designed to fit snugly inside the carton to secure the product. The insert keeps the product separated so the labels do not rub against each other and cause scratching or scuffing.

The carton had to be designed for simple construction since the cartons go to a co-packer who erects the cartons and fills them with product. The bottom is designed as an auto lock and the top as a tuck top. Four small diecut holes were an added convenience, with two on each width panel of the carton through which handles would be inserted.

The handles are unique because of the material out of which they are manufactured. The raw material for the handles comes from Oregon and the assembly of the handles is done in the Azores. The handle resembles an elongated, plastic tube.

The Printing

The graphics were developed for six-color printing plus aqueous varnish. There were two demand colors that had to be met within the customer logo and four-color process. With the calming colors of the background, the logo and the product contrasted to give the package a high-quality look.

The lithographic printing process allows Color-Box to match the label graphics on the bottles inside the box. A photographic image of the product seems to set out away from the carton to draw attention to the package and the product. The Bacardi bat on the front panel is shadowed and helps the image jump off of the package.

Internal Processing

The carton has an auto-lock bottom, which snaps together by pushing the corners together. The top is a tuck top that folds down and locks in position. The cartons are then placed six per master carton. The RSC-style master cartons come in glued at the glue seam. The co-packer tapes the bottom closed then the top is filled.

The handles selected use a metal T on the end inserted into the box. Once inserted, the metal T turns, locking the handle into place.

Marketing

The Bacardi image had to be portrayed in the package if it was to be successful in promoting sales on the cruise ships. The liquid background not only reflects the purity of the rum contained inside but also the venue where the product could be purchased. With the high gloss and contrast print of this carton, Bacardi's product stands out.

The addition of the unique handles draws attention to the carton and makes the entire package somewhat of a novelty item to the consumer. The handles are strong but delicate in appearance.

For more information, visit www.color-box.com.