<< Previous 1 2 3 4 5 6 Next >>
First, Lloyd said, kids’ beverages need to appeal to both moms and kids by offering good nutrition, fun, and good flavor. Second, the drinks need to let kids feel as old as they want to at any given moment.
“Kids desperately crave to be a teen, but at the same time they don’t want to be prevented from being a kid when they feel like it,” Lloyd said.
He said his company cleared this second hurdle through clever packaging. Crayons uses 8 oz. slim cans adorned with bright colors, a black oval and a set of distinctive stripes that make them look like, well, crayons. When a kid wants to feel like a teen, Lloyd said, they can look at the slim-can and think of a Red Bull. When they want to be a kid, they can look at the design and think of refrigerator art.
Honest Beverages used a different design strategy with their Honest Kids line of pouched juice drinks. Founder and CEO Seth Goldman said Honest stayed away from cartoon characters or Power Rangers on their packaging. Instead, they used bright colors and pictures of fruit to give their pouches a youthful – but ageless – personality.
The design must be working. Goldman said the brand’s growth has been surprising, which could have something to do with its appeal to retailers. Goldman said Honest Kids offers stores something that many other kids’ brands don’t: a comfortable profit margin.
“This kids’ drinks channel, its one where parents will switch pretty easily based on whatever’s on sale,” Goldman said.
But, he said, parents don’t have a lot of healthy options, and that has allowed his brand to “really take off” even when the Honest Kids’ price tag can be twice that of products on the same shelf.