Design Adaptation for UK, Ireland, EU. The success of Smirnoff Cocktails in the US market resulted in an adaptation for the UK/Europe. The shaker-style pack was developed to telegraph the proposition to European consumers who were less familiar with the concept of ready-to-serve cocktails. The shaker was constructed of glass and wrapped with a metallic shrink that allowed the liquid to show through at the base, adding a strong sense of flavor differentiation and taste appeal. Detailed design cues needed to be incorporated to reinforce the quality brand perception and reinforce spirits credentials.
Launched 2009, EU Markets. Designed for Diageo via Landor Associates, NY