Out in April 2003, the carbonated vodka-based beverage is sold throughout Canada. “We tried to create an air of mystery that would be consistent with the Tabu name—in the product itself and in the sophisticated yet subtle packaging,” says Chris Pfeifer, Vincor’s brand manager. To create a cutting edge look, CCL came up with a 59mm-dia longneck bottle. “We wanted Tabu to really stand out on the shelf,” Pfeifer says. “One way we achieved that is with size. At half a liter, Tabu is 50-percent larger than other coolers. The other is with the use of aluminum.” The company also differentiated the line’s two flavors while maintaining the branding by changing the container color. The previously released Forbidden Fruit bottle comes in a natural silver aluminum finish (see www.packworld. com/go/x107) while Exotic Citrus is an earthy bronze. “Exotic Citrus sales are trending above where Forbidden Fruit was at the same time last year,” Pfiefer says. —ALR
