TapouT Makes a Splash for Its Design
Splash Beverage Group, Inc.’s design agency has won the Graphic Design USA award for packaging design for the recently rebranded TapouT performance hydration drink. Selected from more than 11,000 submissions, TapouT’s enhanced ergonomic bottle and packaging design more effectively communicate TapouT’s lifestyle position and the performance drink’s functional benefits.
TapouT, which delivers hydration packed with vitamins and electrolytes, is designed for performance and recovery. Containing antioxidants and vitamins, it has no artificial ingredients, sweeteners or colors. The new dual-language English and Spanish label speaks to TapouT’s segment growth and evolving U.S. demographics.
The Andon Guenther Design agency consulted on the choosing the right ergonomic bottle, label, brand and packaging design system, and brand launch kit. The creative design firm has won 34 design awards since 2013 and is recognized as one of the “Top 10% of Design Agencies in The Country” by GDUSA. Its founder, C. Andon Guenther, was featured in GDUSA’s prestigious “2021 People To Watch” showcase.
“As we looked at other products on the market, we wanted the packaging to clearly communicate TapouT’s superlative health benefits and the promise of “clean intensity,” Guenther said. “Packaging design is central to communicating a brand’s message and position. It drives consumer purchase decisions and creates a long-term emotional link with the buyer. It’s where the rubber meets the road in terms of product sales and brand loyalty.”
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“With this new redesign, we feel we’ve added more appetite appeal and consumers can more clearly make out TapouT’s functional benefits,” said Bill Meissner, Splash’s president and CMO. “Andon is an extremely talented designer and dives deep into category insights to influence his work.”
TapouT is an international lifestyle brand that has been at the forefront of Mixed Martial Arts since its inception in 1997. TapouT beverages include a complete line of high-performance sports drinks. TapouT features an advanced performance formula that delivers hydration and cellular recovery benefits and restores what the body loses through physical exertion with six key vitamins, three antioxidants and all five electrolytes.
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Vita Coco, Lyft Team Up for New Year’s Eve
Leading coconut water brand Vita Coco is bringing convenience and recovery straight to consumers this New Year’s Eve by partnering with Lyft to offer discounts on rides home and hydrating coconut water, perfect after a night out.
Starting at midnight on Dec. 31, Lyft users who enter Vita Coco’s limited-time code (COCOMODE) on the Rewards page of the Lyft app will activate “Coconut Mode,” where all available cars on the Lyft map will transform into coconuts, while receiving $5 off their ride.
The same code can also be redeemed on Vita Coco’s online shop www.vitacoco.com for $5 off any product, including hydrating coconut water and cozy merch, while supplies last. The discount code will be available nationwide between Dec, 31 at 12 a.m. through Jan. 2 at 12 a.m. This is a first-of-its-kind partnership for Lyft, who has chosen Vita Coco as its inaugural brand for this custom Lyft experience.
To keep the morning-after hydration rolling all year long, Vita Coco’s new subscription service designed for Hangover Recovery launches on Jan, 1 and will be available to customers across the nation. Vita Coco’s Hangover Subscription enrolls customers in automatic deliveries of coconut water 10 days prior to major holidays, including St. Patrick’s Day and the Fourth of July, giving customers peace of mind knowing that recovery is as easy as a walk to the fridge.
The Hangover Subscription is available on www.vitacoco.com/hangover-subscription beginning Jan. 1 and will come with a free, custom gift with purchase based on consumers’ individual needs.
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“By partnering with Lyft and offering new, convenient ways to bring coconut water’s recovery power straight to our customers, we are showing our fans we have their backs on New Year’s Eve and beyond,” said Jane Prior, Chief Marketing Officer at The Vita Coco Company. “Vita Coco fuels, hydrates, and recharges the body, and our new hangover remedy programs will bring ultimate convenience and relief right to consumers’ doors when they need a little hydrating boost.”
To learn more about Vita Coco, visit vitacoco.com. You can also connect with Vita Coco on Facebook, Twitter and Instagram.
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ECRM Fall Global Market Sets Record
Ohio-based ECRM, a leader in end-to-end product sourcing solutions for retailers, hosted a record number of participants at its October 2021 Global Market: Fall Experience, with more than 3,700 buyers and sellers gathering virtually from 68 countries.
The 2021 Global Market: Fall Experience combined RangeMe‘s immersive digital product discovery platform with ECRM Connect, ECRM’s virtual meeting environment, for brands to showcase relevant products to buyers from retailers and foodservice operators of all sizes and locations. Categories covered included food, beverage, foodservice, baby, household, housewares, pet, school and office, toy, seasonal, camping, beauty, health care and personal care. Buyers engaged in more than 2,200 supplier meetings around the clock during the weeklong experience.
During the Global Market: Fall Experience, buyers explored participating brands on RangeMe between Aug. 23 and Oct. 18, and with the click of a button, selected those brands with which they wanted to meet virtually. Scheduled meetings were 15 minutes in length and ran 24 hours a day during the week of Oct. 18 to accommodate global participants.
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ECRM will continue its Global Market programming with a Spring, Summer and Fall Experiences in 2022, in addition to its existing lineup of more than 100 category-specific sessions. For more information, visit ECRM.MarketGate.com.
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