Danone partners with Crown to launch 4U brand
Danone Waters Brazil has partnered with Crown Holdings to launch its newest brand, 4U by Danone.
The 4U line features two carbonated juices and two flavored teas, all made with 100% natural ingredients. Two different sizes of sleek style cans from Crown, along with special ink finishes and colourful imagery, offer vibrant, eye-catching package designs that reflect the healthy, fresh blends of the 4U beverages.
Danone chose the beverage can for its durability, recyclability and decorative options. The format’s premium appeal, portability and increasing popularity in the Brazilian market were also important factors.
“Placing Danone on the forefront of Brazil’s growing natural beverage market required a strategic packaging partner that could accurately capture the new 4U brand and help us make our mark in this product sector,” said Rafael Ribeiro, head of marketing and sales at Danone. “Collaborating with Crown allowed us to venture into uncharted territory and bring an exciting, fresh product line to our customers with the confidence that our brand would be represented in a high-quality, sustainable format.”
For added shelf appeal, Crown used two sizes of its sleek style cans – 269ml and 310ml – to bring a level of exclusivity to the brand and provide greater differentiation between the carbonated juice and tea varieties. The cans’ graphics feature bright colours to convey the bold flavors and fresh ingredients of the natural beverages. An all-over matte finish has been applied to the Tea 4U cans, creating a tactile experience for consumers.
“It is always an honour to help our customers bring a new concept to market, and we were thrilled to support Danone with the launch of the 4U line,” said Altair Frulane, commercial director at Crown Embalagens Metálicas da Amazônia S/A, a subsidiary of Crown. “Our collaboration with Danone involved careful ideation and planning that resulted in a striking product that is true to the brand’s messaging and goals. It is this type of project that allows our expertise and creativity, both regionally and globally, to shine.”
The launch of the 4U line brings four new beverages to the market. True 4U is a carbonated juice available in White Grape or Citrus and packed in 269ml (9.1ounce) sleek beverage cans. Tea 4U features two flavours, Black Tea with Hibiscus and Berry and Black tea with Lemon Grass and Citrus, packed in 310ml (10.5 ounce) sleek style cans. All four beverages contain no preservatives or artificial colours.