New packaging for John Smith's multipacks

22 December, 2011

John Smith’s Extra Smooth has been given a new design for its multipacks, featuring a photograph of a pint of ale.

Heineken UK said the idea was to “remind shoppers and consumers that a can of John Smith’s Extra Smooth delivers a great pint at home as well as the pub”.

Senior brand manager Karen Crowley said: “Before we embarked on the production of new packaging we ran extensive consumer research to determine what design was most appealing to ale customers. The reaction to the shot of a perfectly poured pint on the packs was extremely positive, with those surveyed agreeing that it conveyed a sense of smoothness and the knowledge that you can enjoy the perfect pint at home with John Smith’s Extra Smooth.

“They also appreciated the simplistic ‘no nonsense’ nature of the design that aptly communicates what is inside the pack, which is particularly helpful for ‘donor shoppers’ who are buying for a friend or family member.” 

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