"The Trendy Green Drink,” Marketing Techniques of Arizo
"The Trendy Green Drink,” Marketing Techniques of Arizona Green Tea and Audience Appeal
Having seen the packaging, the consumer picks up the drink out of curiosity, while other iced tea drinks have flashy fonts or colors for packaging, 'Arizona' Green Tea maintains its oriental look, providing a contrast that attracts the eye of the consumer and sells itself. The tea comes in a bottle with a light green opaque film around it. The film is illustrated and the top to the bottle is secured with a paper seal colored with an intricate and geometric design. The two other main ingredients follow the Green Tea wording on the label. The wording Green Tea itself is written in both English and Chinese.
The target consumers are people still in or just out of college, therefore in their late teens to their late twenties. With a pale green background the bottle's illustrations are of a tree growing small pink flowers, as well as a golden sculpture and a blue river flowing in the back. The seal is around two inches in height and reaches the neck of the bottle. The 'Arizona' label itself is white and placed at a right angle, the rest of the wording is a dark green or black and a relatively smaller font.
The illustrations on the film are simple and not intrusive, they provide the bottle with a calm look that high to mid-class
college or recently graduated student might enjoy. By having not cluttered the bottle with very colorful or flashy images and given it, a simple, delicate design, the bottle seems calm. In a college or graduate student's life many things are changing and the students often try experiencing new non-traditional things, and the "packages record changing hairstyles and changing lifestyles" (Hine p.71). These new experiences may include less western ideas or products. 'Arizona' Green Tea does not thrust itself upon you but provokes a curious person to try it because it appears different. The tree illustrated on the bottle has tranquility provided by the simple curves with which it was draw and the limitation to two colors, brown for the branches and pink for the flowers. The paper seal is intricate; contradicting with the rest of the bottle, keeping it from being too simple and therefore bland. In a way it is similar to many other products that have a tendency to "sell their bottle rather than the drink."...