Description
Kaliedoscope have created this striking tequila packaging, with a great idea in the structure and an urban yet unpretentious feel to it.
As they describe it:
The Challenge
To develop a marketing strategy for a wholly new tequila experience that would truly wow the urban luxury sect and nightclub-culture denizens.
The Insight
Research revealed that vodka is perceived as played-out within many urban clubs and bars. In this vodka-saturated marketplace, tequila has remained relatively untapped in terms of brand differentiation and segmented consumer propositions. Kaleidoscope saw this as the perfect opportunity to create an alternative tequila experience certain to appeal to our client’s target – and render vodka passé.
The Solution
By leveraging structural branding as the primary driver, we developed a marketing strategy to attract and engage the indulgent, luxury-seeking consumer. From that was born Canteen – an exclusive offering which we created and named – that balances authentic tequila heritage with uniquely urban attitudes. We stepped away from tradition by introducing it as a line of 3 hip flavors, then wrapped it in a striking design that truly
delivered a wholly new experience and an exciting market space opportunity.
The Result
Embracing both urban style and upscale sophistication, without the haughty attitude adopted by its competitors, Canteen achieved its mandate - giving high-end urban bars and nightclubs a delicious new alternative.
