Packs and Closures

Denny Bros has manufactured the first UK magazine on a bottle for Virgin Active.

The Suffolk-based label specialist has produced a 13pp magazine in label form to be attached to bottles of water for free distribution by Virgin Active.

Denny Bros used automatic labelling equipment to produce Move magazine, which features celebrity fitness trends, reader offers and tips on how to get the most from fitness routines.

On Product Publishing (OPP) in Australia originally developed the concept of a removable magazine contained within the label of a consumer good.

The company, which set up a European headquarters in London earlier in the year, has licensed the concept to Virgin Active for the water bottle.

The idea was first used in Europe in April when free mini copies of fashion magazine Glam*IT were attached to PET Coca-Cola Light bottles in Belgium (Packaging News, April 2007).

Denny Bros also produced the labels for the European launch with Coca-Cola Light.

Virgin Active worked with Bottlestop, which supplies mineral water bottled in Buxton, for the UK deal.

The bottles were distributed free to the public across the UK throughout August.

Mark Taylor, UK marketing manager for Virgin Active, said the company was excited to be the first in the UK to use the magazine on a bottle.