By developing specially certified packaging for Amazon, Smurfit Kappa has made a decisive contribution to enabling the brewery group Anheuser-Busch InBev Germany to successfully participate in Amazon Prime Day with its Corona beer brand. The key to developing the packaging in record time was Smurfit Kappa's Design2Market approach and Design Sprint.
The company's challenge was clearly defined: A packaging had to be found that not only reliably protected the sensitive Corona beer bottles, but also meets the strict requirements of Amazon and at the same time reflects the aesthetics and appeal of the Corona brand. The time for realisation was tight, as the new packaging had to be developed and ISTA-6 certified within four weeks.
Design Sprint makes it possible
In order to meet this ambitious schedule, Smurfit Kappa turned to the proven concept of the design sprint to. Within a very short space of time, the team succeeded in developing an innovative packaging solution that not only met all the technical requirements, but also embodied the brand's high design standards.
The key to success was the close collaboration between the Smurfit Kappa and Anheuser-Busch InBev teams and the rapid realisation of ideas. Whereas conventional development processes can take months, Design2Market projects enable agile and efficient collaboration, that ensure progress and project completion within the shortest possible time.
An elementary component of the development process was the successful completion of eight drop tests in which different material combinations and product separators made of corrugated board were tested for their effectiveness. Intelligent design and innovative solutions have made it possible to develop packaging that not only protects the bottles but also fulfils aesthetic requirements.
The speed with which the new packaging received ISTA6 certification for Amazon was also impressive. The packaging was successfully certified within a week of the prototype development being completed, which enabled the brand to provide an attractive offer for its customers in time for Amazon Prime Day.
Source: Smurfit Kappa
