Bottle-with-cavity innovation

The beverages sector in both developed and developing countries is fast-mutating, be it in the types of drinks being offered (for instance, sports drinks, energy drinks, iced teas) and its packaging.
Now, plastic beverages packaging may have change built into it – in fact built into a cavity in beverage bottles – if a highly innovative idea The beverages sector in both developed and developing countries is fast-mutating, be it in the types of drinks being offered (for instance, sports drinks, energy drinks, iced teas) and its packaging.
Now, plastic beverages packaging may have change built into it – in fact built into a cavity in beverage bottles – if a highly innovative idea produced by Intellectual Beverages and South African entrepreneur, Sean van der Merwe, proves successful.
Intellectual Beverages’ bottle comes with a cavity large enough to contain a small promotional or gift item, which is covered by the stick-on label.
Van der Merwe has been working on the concept for five years, but it has come to fruition only recently, following registration of world patent rights.
The first bottle-with-cavity, under Intellectual Beverages’ own brand, H2O (in 2), was to be launched in mid-April 2003 in selected South African schools and retailers, in a test run.
Intellectual Beverages’ first promotional item, inserted by hand into the cavity, was chew-sweets with stick-on tatoos.
Simultaneously, the company was testing a sample-run of a beverage with a key-ring in the cavity, available at tourist outlets.
But the main launch of the concept will be at cinemas throughout South Africa, in conjunction with the children’s action movie, Hulk, to open in South Africa in late June. To accompany this launch, a Hulk-branded beverage will be offered. The cavity will contain a hologram, the eye of which moves as it is turned around. Twelve different types of Hulk icons will be used as insertions in the cavity.
In another deal, Intellectual Beverages’ bottles will be used for beverages at a major golf tournament – the cavity will contain sunblock and lip balm.
Intellectual Beverages believes the bottle-with-cavity concept is primarily good for marketing and promotions. However, given the need of beverage manufacturers to always innovate, it may well be used by permanent brand owners.
Intellectual Beverages has its own permanent brand, H2O (in 2), but will change the insertions in the cavity regularly. This brand will mainly offer bottled waters, fruit juices, iced teas, vitamin-enriched drinks and sport/energy drinks.
Intellectual Beverages believes developments will primarily be in the manufacture of health, sports and children’s beverages, and in pharmaceuticals.
In pharmaceuticals, the bottle is good for the sale of multi-vitamins (for instance, Guronsan C), energy compounds (like Fizzies) and other medical compounds (like Enos or headache remedies).
Currently Intellectual Beverages is marketing the clear PVC bottle of 350ml volume (later to be changed to PET). The cavity on this bottle is 40 x 40mm in the front and 30 x 30mm at the back, with a depth of 20mm.
Intellectual Beverages: Contact Abel Lume, tel +27-21-425 0889; fax +27-21-425 3264; intobeverages@hotmail.com