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Jimi Hendrix - a liquid experience
The legendary Jimi Hendrix left the music world awestruck by his talent, and shocked by his untimely death. Given his iconic stature, any product aspiring to bear his name had to live up to his larger-than-life legacy. So, when Beverage Concepts LLC licensed the name Jimi Hendrix for its new energy drink, an aluminum bottle manufactured by CCL Container was chosen for its unique, standout packaging.
"Our packaging had to be as different as Jimi himself," says Kalichman. "And the graphics had to be vivid and powerful. We were told that CCL Container was the manufacturer that could give our bottle a distinctive shape and offer us any number of graphic and closure options. That certainly proved to be the case."
According to Ed Martin, vice president of sales and marketing for CCL, Beverage Concepts wanted unlimited creative freedom when it came to designing a product in honour of Hendrix. "We believe we were the right source for Beverage Concepts because of its desire for an aluminum bottle that would enhance the iconic nature of the artist and draw attention to an important cause. Our shaping technology offered a great opportunity for product differentiation in a resealable package."
The brand name of the beverage line, The Jimi Hendrix Liquid Experience, comes from not only Jimi's band, but also the breakthrough album entitled "Are You Experienced?" And the product is being distributed to make a difference in the world. Beverage Concepts formed The Liquid Experience Group in order to raise money for members of the music world facing difficult times, and to raise public and corporate awareness about the cause.
Source: eMediaWire.com
