Major relaunch in sleeves enhances flexibility for Passoã

CLS Remy Cointreau has repackaged its Passoã liqueur in a full body shrink sleeve developed by CCL Decorative Sleeves, which offers the client significant benefits for the brand particularly in terms of wider promotional opportunities.

A key requirement of the brief was the need to replicate exactly the appearance of the existing matt black coated bottle with paper label, which is well established in the market and easily identified by consumers. Scuff resistance was also a priority to ensure the bottle retained its premium image throughout its life.

CCL Decorative Sleeves used specifically developed print techniques to achieve the matt black finish that matched the appearance of the existing coated bottle. The 50 micron high shrink PET sleeve is rotogravure printed in eight colours incorporating a scuff resistant matt lacquer and also a UV barrier lacquer for maximum product protection.

The design features the Passoã name, together with bold red and yellow graphics, which create the feel of a South American party mood, while the new sleeve offers a further convenience benefit for consumers with the incorporation of a visistrip. Another important benefit is that the sleeves offer the flexibility to easily incorporate additional information or specific brand or promotional messages as required.

The full body sleeves are being applied to 70cl, 75cl and I litre bottles of Passoã. The new look packs will be available from retailers this summer.

Rémy Cointreau said that the brief for the new sleeve was both specific and challenging as it was vital to get it right to ensure the successful continuity of the brand.