Battle of the Juices: Genesis Today Takes on OJ with New Packaging and Major Ad Campaign


Constar supplies sleek PET bottle that reflects the premium juices inside

PHILADELPHIA - Move over orange juice! There's a new kid on the block eager to replace the traditional breakfast beverage with a line of "super fruit" juices.

Austin, Texas-based Genesis Today is launching a major advertising campaign encouraging consumers to switch from orange juice to its Genesis Today juices, which include Acai Berry, Cranberry Goji and Pomegranate & Berries with Resveratrol. The print, broadcast, on-line, and out-of-home campaign spans more than 15 markets across the United States including an ad displayed on the Jumbo Tron at Times Square in New York City.

Genesis Today pulls no punches, using headlines like "Orange Juice Had a Good Run" and "Our Juice Can Beat Up Your Juice," and making superior nutritional claims for its functional juices.

As part of the marketing effort, Genesis Today has re-packaged the line of superfruit juices. Constar is supplying the sleek, new, rectangular-shaped PET bottles that reflect the premium, high quality juices inside. To leverage the shelf impact of the beverages, the shoulder of the hot-fill bottles feature embossed Genesis Today logos on the front and back. The label panel has been moved up and the labels redesigned with brilliantly colored images of fruit to catch the eye and clearly communicate the juice flavors.

The rectangular shape is also highly functional. Consumers find it easy to grip and store. The new bottles maximize cube utilization for shipping, warehousing and shelf-space. The redesigned bottles debut in the 64-ounce size, and will be expanded to other sizes in 2011. Constar also offers a stock version of the 64-ounce rectangular bottle.

Genesis Today is a producer and proponent of "beverages with purpose"-juices created with a healthy purpose that contain antioxidants and vitamins and are made with unique superfruits and natural compounds. The company's juices are sold in Walmart, Sam's Club, Walgreens and other fine retailers nationwide.

About Constar

Philadelphia, Penn.-based Constar International Inc. (NASDAQ: CNST) is a leading global producer and supplier of PET (polyethylene terephthalate) plastic containers and preforms for food and beverages. The Company provides full-service packaging solutions, from product design and engineering, to ongoing customer support and material licensing agreements. Its customers include many of the world's leading branded consumer products companies. Visit www.constar.net.

About Genesis Today

Genesis Today, located in Austin, Texas, is a world leader in creating nutrient-rich products made from all-natural superfoods. Genesis Today delivers 100% superfruit juice blends such as Acai Berry, Cranberry Goji, Pomegranate & Berries with Resveratrol and Veggie Blast juices, as well as a line of pudding and superfruit vitamin chews available at Walmart, Sam's Clubs, and other fine retailers nationwide. Genesis Today also has a line of nutritional supplements sold nationwide at Whole Foods Market, HEB, and other fine retailers. Visit www.genesistoday.com.

For Marketing

Suzanne Cohen, Senior Manager Marketing, Constar, 215.552.3722

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