Luxury must shine through
Campari Germany is releasing this new product to meet the rising demand for premium spirits. The sophistication and quality of the gift packaging underscores the brand's claim as an aspirational product.
The gift packaging imbued with the same sophisticated ambience as the product itself, a luxury vodka. The experts of STI Group created an attractive hexagonal packaging with printing on the inside and an integrated panoramic window that affords a captivating view of the contents. A PET blank is inserted to affix the product in place and provide a view of the bottle from three sides. A UV coating lends it an additional dazzling ambience.
In focus: contour, viewing window and finishing effects
A 2006 packaging study by STI Group showed that these three aspects in particular – contour, viewing window and finishing effects – made the greatest impact on shoppers. Packaging with simple contouring was chosen by the test subjects three times as often as square packaging, with heavily contoured shapes chosen as much as six times more frequently. In evaluating packaging for sweets or spirits, the most important criteria were (in order): contour packaging, a viewing window, and finally special coatings.
Product evaluations and aesthetic impressions were also indisputably enhanced through the use of contoured packaging. It should thus come as no surprise that test subjects were more prepared to buy elaborately constructed products, even at higher prices. A viewing window for packaging of spirits raised the purchase price threshold by 31%.