How do you take a recognizable beverage label from a space the size of a can to a much smaller area? In a partnership with industry potential for both brands, Keurig Green Mountain Inc., makers of a popular hot beverage machine, is developing a new device with Dr. Pepper Snapple. This version of the automatic drink maker will serve up soft drinks instead of coffee and tea but still use small cups with soda brand names and flavors.
Working with Dr. Pepper opens up several different beverage possibilities based on their well-known drinks, including Snapple, Crush, Hawaiian Punch and Canada Dry Ginger Ale. In a press release from Keurig, the company's Chief Product Officer, Lori Tauber Marcus, referenced the Keurig Cold beverage system and its potential appeal to customers.
"With Keurig Cold, we've leveraged Keurig innovation to make it possible for consumers to create great-tasting cold beverages at home with the one-touch simplicity of Keurig," she said. "We're very excited to offer a range of Dr Pepper Snapple's iconic brands in the system at launch."
As with other beverages being optioned for Keurig "K-cups," users need to be able to recognize the brand on the product. This means the logo has to be smaller but in proportion and easy-to-read despite being printed on a different surface material.
The Wall Street Journal points out that this deal is also clearly a means of competing with SodaStream International, another company that sells sodas that can be prepared at home. This means the flavor packages need to be distinctively associated with both the Keurig brand and the sodas they already represent.
This is just one example of the way that a change in marketing opportunities could require a similar change in the product label printing your company uses.