LidRock™ |
add pop to your bottom line |
LidRock™, the revolutionary distribution channel and new-media network for CDs and DVDs was created by The Convex Group to directly target one of the biggest and most profitable demographic segment – teens and young adults.
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| Understanding our customers’ needs is the first step to finding creative solutions |
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Frequent patrons of cinemas and other entertainment venues, they’re a captive audience just waiting to be engaged. What better way to directly connect with the audience than with CDs and DVDs related to, or complementing the movies or concerts they attend?
The Convex Group hit on the idea of encapsulating the CD/DVD in the lid of soda drinks. After all, practically everyone at the cinema gets a soda from the concession stand. Here was an opportunity just waiting to be explored.
As the idea grew, The Convex Group extended their offerings from mini-CDs to full-size CDs and DVDs. Creative Forming was approached to help refine the soda lid designs to meet the following requirements:
- Hold an average size CD, yet provide a perfect fit to a variety of soda cup sizes
- Be strong enough to protect the CD/DVD from the elements, i.e. temperature/liquid/some rough handling – e.g. in the pant pocket
- Be clear enough for the CD and DVD to show through
- Be able to accommodate the various straw sizes while simultaneously having the lid provide resistance to the beverage coming in contact with the CD
To meet those requirements as well as the requirement for high-volume automated assembly, subtle but important changes were made to the original design. These changes improved functionality, and the design team was able to effectively deliver a reliable design that assembled with ease on Convex’s automated assembly lines.
One of the biggest challenges faced by the Creative Forming team was to refine the designs of two different styles of drink lids, in three different sizes, within a 10-week timeframe. Included in this refinement was re-engineering the various parts to allow for a better, more secure nesting, which in turn made for easier pick and place loading. Exceeding all expectations, the project was completed ahead of schedule.
LidRock has since become a chart-busting success with its target audience.
- A whopping 67 percent of the target audience view LidRock as “hip and cool”
- 81 percent of the target audience say they’re likely to purchase a beverage just to get a LidRock CD or DVD
- 67 percent are willing to pay a premium of 99 cents to get their own LidRock CD/DVD
For more information on LidRock click here.
Source: Online Interviews, August 2003