Trademark Innovation. The first innovation of it’s kind in the Diageo ready-to-drink portfolio, Long Island Iced Tea was created as a “Jocktail”, or an acceptably masculine cocktail. In-depth research of the 21-29 year old male consumer revealed purchasing motivations and led to strategic design insights. It was imperative that the package design be socially acceptable, allowing the consumer to adopt the proposition as a viable alternative to beer/spirits for off-premise drinking occasions [translation: guys don’t want to get shunned for drinking a ready-to-pour]. The design strongly leveraged the drink recipe which both educates the consumer on the ingredients, and provides ample spirit credentials. The product launched late in 2008 and has been a highly successful Diageo innovation initiative.
Launched 2008, NA Market. Designed for Landor Associates, NY