Turning an idea into market-ready packaging in just seven weeks

The Challenge

German beverage producer Berentzen was looking for paper-based packaging for its 20 mini liqueur bottles in the Berentzen Minis range. The packaging needed to provide additional space for product communication, present the mini bottles in an eye-catching way and, at the same time, offer better protection against shoplifting.

A unique aspect of the concept was the integration of a free gift directly into the packaging, where it could be clearly presented to consumers alongside the mini bottles.

The biggest challenge was the tight timeframe. The team had just seven weeks from the start of the project to the planned market launch. In that time, they had to develop, coordinate and implement a market-ready solution.

The Approach

Together with Berentzen, Smurfit Westrock developed the packaging using the Design2Market approach. In several focused design sprints, the solution was closely coordinated with the participating teams and continuously refined, enabling to project to move forward without any delays.

The final concept is a solid-board package for 20 PET mini liqueur bottles with an integrated compartment for the branded gift of Berentzen Minis suspenders. The free gift is an important part of the packaging and clearly visible to consumers.

Additionally, to improve protection against shoplifting, the previous viewing window and foil insert were replaced by a stabilizing central bar. This keeps the bottles clearly visible in-store while making it more difficult to remove individual products.

The Result

In just seven weeks, a market-ready promotional package was created that combines product visibility, additional communication space and improved protection against shoplifting.

The Berentzen Minis suspenders were integrated into the packaging in a space-saving yet highly-visible way, making to free gift easy to see. The packaging supports the product's marketing throughout the year and helps attract additional attention at the point of sale, especially during seasonal marketing campaigns.