Exquisite printing on cans delivers the sophistication for Admiral Iced Tea

摘要

A good category audit can uncover opportunities that might not seem readily apparent when the goal is to break into a crowded category with a new product. But that's just what Hansen Beverage Co., Corona, CA, did when it wanted to introduce Admiral Iced Tea and was mulling options to position the product amid a shelf full of competitors in ready-to-drink tea. The audit pointed to a clear direction. "In ready-to-drink tea, everything is premium and in PET or glass bottles,"says Dylan Spencer, Admiral Iced Tea brand manager. "Our idea was to bring an ultra-premium item to that subsegment of the ready-to-drink iced tea aisle in a 24-oz can with a worldly design and a premium look."