Client: Yorkshire Tea
Project: Squeeze Me – Promotional Product
Expertise: Product Design
Quirky promotional design that maximises sales
- High-volume seasonal promotional product
- Five months to design and deliver one million units
- Series of options created
- Development of hygienic insertion in production line
- Materials specification and mould-flow optimisation
- Prototypes assembled by Lucid team
- Full production management and delivery
In the Summer months, tea sales typically fall as consumers switch to cool drinks. To maintain sales, hot beverage brands need to take market share from competitors.
Ideally the promotion would be something a consumer might value, use and keep as a constant reminder of the brand. Banding the item onto a carton wasn’t practical, so whatever it was had to be in “food contact”, capable of auto-insertion on Yorkshire Tea’s high speed packing line. Balancing cost and value was major challenge, as was hitting a tight deadline to get product on shelf for the summer season.
Our product designers created a series of ideas from which Yorkshire Tea chose a tea bag squeezer concept. The light-hearted play on the stereotype of Yorkshire people squeezing out every drop of value, the practicality, the lasting brand presentation potential and the fit to the production process made the concept a winner.
Yorkshire Tea’s focus is food production. With no experience in moulding, they needed a turnkey package. We sourced toolmakers, moulders and assemblers to shrink wrap, delivering a total of 1 million units.
Delivered on-time, to budget and designed for high speed production, Squeeze Me helped maintain sales by taking market share from competitors long into the summer months.