Lightning strikes twice. The original is back and better than ever. JOLT – the original exhilarating soda ahead of its time when it was first introduced in 1985 – is re-launching in an innovative new aluminum beverage package, the “JOLT Battery Bottle™,” the industry’s first re-sealable 23.5oz. aluminum container to hit the marketplace.
After nearly 20 years, JOLT, the espresso of colas, has partnered with Rexam Beverage Can North America to build its brand through distinctive aluminum packaging. JOLT’s parent company, Wet Planet, decided to launch JOLT in a “big” way, choosing a revolutionary new re-sealable aluminum package that is sure to create its own identity on store shelves and appeal to consumers.
“JOLT is a cultural icon permanently sewn into the American fabric,” said CJ Rapp, president and CEO, Wet Planet Beverage. “As America’s most powerful cola with ‘twice the caffeine,’ JOLT proved that people wanted more instead of less. What came as a result is a trend referred to as value-added, and JOLT was the catalyst to an emerging category now called New Age Beverages.”
The new JOLT Battery Bottle features a power gauge printed in thermo chromic ink that changes colors when the beverage is chilled. As the beverage is consumed, the ink returns to its original color showing the consumer how much exhilarating liquids are left. Available in Cola, Electric Blue, Red Eye, Cherry Bomb and Ultra, JOLT delivers two hits of caffeine in every serving, with fewer calories than leading colas. The slogan on every bottle reads “Positive RE-inforcement.”
The JOLT Battery Bottle offers the inherent benefits of the aluminum can – guaranteed freshness, superior carbonation retention and shelf-life, quick chilling, distribution and filling economics and the best in recycling. And due to the unique offering of re-sealability, consumers will be able to experience the fresh taste and energy boost of JOLT at their own pace.
“We worked closely with Wet Planet to understand what they wanted to do with their brand and bottom line, and then we helped them build a proposition across their entire value chain,” said Harry Barto, president and CEO, Rexam Beverage Can North America. “It’s about more than just creating and delivering a new package. We’re helping our customers determine the appropriate filler and distribution sequence. We’re anticipating consumer response. The result is a great beverage, newly-positioned in an innovative aluminum container that will really pop on retail shelves.”
Available exclusively through Rexam, the new JOLT Battery Bottle is made possible by combining Rexam’s 23.5oz Monster™ can body with Cap Can™ closure technology. The 23.5oz aluminum can body is produced and printed on one of Rexam’s high-speed can manufacturing lines and then transformed into a re-sealable container by seaming on a Cap Can end and closure developed by Dayton Systems Group, Inc. (DSG). DSG, located in Miamisburg, OH, developed this patented concept, including the forming process and equipment technology to manufacture the Cap Can closure assembly. ARCO Aluminum, with headquarters in Louisville, KY, will be the single-source supplier of coil aluminum sheet for production of the dome and decorated cap components of the can. Once complete, the JOLT Battery Bottles are shipped to Pri-Pak, an independent beverage co-packer located in Lawrenceburg, IN, where they are filled with the JOLT product. Rexam worked in partnership with Pri-Pak to develop a unique and flexible filling process for this exclusive beverage package.
Wet Planet also worked with Rexam’s Graphic Art and Printing Plate Operation in Elk Grove, IL, to set the color and graphic tolerances for perfect brand reproduction on the JOLT Battery Bottle. Rexam has the only company-owned, integrated graphic art and printing plate operation, complete with a manufacturing pilot line, to set these standards, confidentially with customers, before mass production.
The JOLT Battery Bottle includes lighting liquids in high-tech packaging. The JOLT Battery Bottle will retail from $1.69 to $1.99 per unit. It will be sold in convenience stores and independent retailers throughout the country. Bars and night clubs will also feature a rum and JOLT concoction, coined a “Jumper Cable.”
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