Objective
To design a brand and packaging for on-trend, edgy 18-30 year old female and occasional male drinkers. The product must stand out in the fiercely competitive drinks market where over 60% of PPS drinkers are women. Banshee needed to be able to compete on an equal plane with market leaders Smirnoff Ice and Barcardi Breezer.
Solution
Rok conducted consumer research, investigated competitors and potential display positioning of the bottles. We designed a strong and clean brand with a leading strapline. The promotional material was designed to appeal to the ‘wild side’ of strong hard working18-30 year old females and occasional males in the bar and clubbing scene. We also researched the drink colours to ensure the engagement with each creative theme on the packaging was maximised. To raise awareness amongst consumers and stockists the campaign included radio, 48 sheet posters, fly posting foot print advertising and entertainment guides. All materials, from the bottle branding to the advertising campaign delivered a consistent messages to enhance the brand as a wild spirit.
Results
All the material developed had an enormously positive effect on the sales, and was well-loved by publicans and players alike.
Clients comments
"rok was responsible for developing the Banshee brand from the beginning. All they had to work with was quite literally a name. Product packaging, taste testing sessions, distributor presentations, advertising and push and pull promotions - they handled it all with professionalism and unmatchable creative flair."
