Bacardi Breezer Be Bold
Limited Edition Spirits
The spontaneous playful interaction with the fruit based on its appearance which is relevant to drinks category.
Slice a lemon.
Lick a strawberry.
Squeeze a lime.
Clasp a grapefruit.
Suck an orange.
Smash a blueberry.
Squish a peach.
Each action is also given a unique twist to the idea. An homage to our female target audience. A woman lustfully Licks the bottle with a deliciously seductive strawberry tongue. A venus fly trap Clasps a grapefruit to reflect the methodical control of a tantalizing mistress. A blueberry Smashes against the wall, thrown by a girl who isn't used to not getting her way. A pair of pink pumps Squishes its peach heel and tempts on-lookers as a woman’s most juicy accessory.
Each bottle tells its own personal story. The collection stays consistent with an edgy, bold, and vibrant attitude that pushes the boundaries.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The collection is shelf impactful by use of vibrant colors, brand personality idea of Bold with Thoughts is also conveyed through unique fruit-relevant illustrations and typography that amplify the individuality and daring attitudes of our female target audience. This creative execution satisfies both the drink category and the market that is bold enough to generate buzz for first-ever limited edition in China.
OPERATION / FLOW / INTERACTION:
When consumer picks up one of the design bottles, the collection intends to spark and inspire viewer's endless imagination about the story behind each bottle.
PROJECT DURATION AND LOCATION:
The project started in July 2013 in Shanghai and ends in January 2014. It was launched during Chinese New Year in February 2014. 100,000 units had been sold out immediately after they launched over the Chinese New Year period in the first-tier cities. There are going to have a re-production of 20,000 units later.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Glass bottle printed on plastic shrink wrap
SPECIFICATIONS / TECHNICAL PROPERTIES:
Height 217mm x Diameter 58mm 275ML
Interbrand, Bacardi, Breezer, Spirits, Limited Edition, Real, Bold with thoughts, Twist
We were excited to take on a client brief for the first-ever limited edition design for Bacardi Breezer in China. Our biggest challenge is to keep the design uniquely true to the essence of each flavor, and yet still relevant to young female audience. We also kept in mind of brand's core idea: Bold, Irrepressible, Vibrant and always keeping it Real.
TEAM MEMBERS (9) :
Executive Creative Director René Chen, Associate Creative Director Yolanda Tang, Designer Natalie Ng, Design Director Bono Yu, Senior Designer Vivian Chan, Senior Implementation Specialist Seven Wang, Associate Client Director Oam Martin, Client Manager Jean Chen and Motion Aaron Wan
Interbrand Shanghai, 2014