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Shotgun Shell-Shaped Bottle Says ‘Load Up Your Guns’

Sold online only, 4 Gauge powdered men’s supplement distinguishes itself from the competition by using a shotgun shell-shaped bottle that delivers 300% sales growth.

Sold online only, 4 Gauge powdered men’s supplement distinguishes itself from the competition by using a shotgun shell-shaped bottle that delivers 300% sales growth.
Sold online only, 4 Gauge powdered men’s supplement distinguishes itself from the competition by using a shotgun shell-shaped bottle that delivers 300% sales growth.

UK-based e-commerce company Roar Ambition knows how packaging can provide punch in differentiating its supplement products. In 2015, for example, it worked with TricorBraun to develop a clenched fist-shaped package to market its Instant Knockout fat-burning supplement for men.

Roar Ambition and TricorBraun also collaborated on an innovative package for 4 Gauge, a pre-workout formula supplement powder that launched in January 2017 in a rigid bottle that resembles a 4-gauge shotgun shell. Two promotional taglines that unite the shotgun-shell package with the product’s muscle-building properties say, “Load Up Your Guns,” and “When You Need More Ammo to Kill Those Weights!”

TricorBraun sourced a stock high-density polyethylene bottle and a customized PP polypropylene-lined closure with gold metal sheath. The bottle is designed with a raised edge at the top to emulate the edge of a shotgun shell. The body of the package is wrapped in a clear plastic film that provides tamper evidence and retains product quality and freshness.

Robert Parker, Roar Ambition Owner and President, came up with the idea of a bottle that looked like a shotgun-shell casing. “I sleep and daydream a lot—that’s where the ideas come from,” he explains, “A shotgun comes in different gauges and the lower the number, the more powerful the shot. Four is the lowest but they aren’t made anymore. I knew I wanted the color red to coincide with the feeling of energy.” The number four in 4 Gauge also represents an all-natural, four-in-1, pre-workout formula designed to enhance raw strength, strong focus, long-lasting energy and intense muscle pumps.

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