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Designing Giftpacks : a worldwide celebration of Grolsch' swingtop bottle

Boonstra, J. (2011) Designing Giftpacks : a worldwide celebration of Grolsch' swingtop bottle.

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Abstract:A giftpack is a package for special occasions: for the moment a friend got that new job, or because it is father’s day. Currently Grolsch has some giftpacks in the market, and they are looking for the new generation giftpacks for the swingtop bottle. Grolsch is one of SABMiller’s global brands, and the giftpack is developed for Grolsch’ Global Brand Team. Therefore, the target consumer will be men all over the world. Goals to achieve with the giftpack are: 1) create a giftable giftpack, 2) stimulate trial and 3) renew interest. Because of the variety and size of the group target consumers, a corresponding element was needed to reach every target consumer. This corresponding element was found to be Grolsch itself. The brand’s character, internationality, looks, feel, bonding elements, and last but not least: the unique refreshing ‘plop’ were inspiration for a broad set of concepts. The set of concepts was presented during a workshop. Through discussions and a brainstorm, a selection was made. This selection was checked on feasibility and was discussed. This resulted in two concepts. These were believed to be the concepts with the highest potential. The first one is part of the international premium beers, the second one is 100% Grolsch. The result consists of two optional giftpacks, both are satisfying Grolsch’ goals. The first one, the international premium ‘Box’, will contain 2, 3 or 4 swingtop bottles (0,45L) with a gadget. The second one, the 100% Grolsch ‘Tube’, will contain a Magnum swingtop bottle (1,5L) and the possibility to personalize the pack with a message. Both options are debriefed for optimization.
Item Type:Essay (Bachelor)
Faculty:ET: Engineering Technology
Subject:20 art studies
Programme:Industrial Design BSc (56955)
Link to this item:http://purl.utwente.nl/essays/72151
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