An Australian product designed in answer to a challenge from an international beverage giant is gaining ground in the international market.
Budweiser USA, Pepsi Max USA, 7-Eleven USA, Berocca Australia, Absolut Botanik Vodka Australia are among the brands that are now using ISEE Store Innovations Apex suction cap – a product designed to hold up to 40 kg on glass.
The original challenge set by the world’s largest brewer Anheuser-Busch InBev was to design something that will hold five to 10 large 750ml cans on a moving glass door and not have them fall off.
One of ISEE’s managing partners Emad Ayad said it was a simple, yet almost impossible brief.
“Based on creative engineering and many hours of real-life simulated testing the company was able to secure ten cans on a moving door and have zero failures,” he told Inside FMCG, adding Australia design is often an undervalued resource.
The company has now applied for a global patent for the product, which Ayad confirmed is being sold in America, Asia, Australia, Europe and South America.
Most recently, ISEE signed on US point-of-purchase equipment supplier Display Technologies to sell their suction cap technology in Europe and Latin America.
Ayad said this will mean the team can concentrate their energy on finding white space in retail.
