• Transform magazine
  • August 22, 2017

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Shaken not stirred

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‘Vodka martini, shaken not stirred’ is one of the most famous lines in the history of film, a cocktail that goes with the glamour of agent 007. However, that same cocktail would be everything but glamorous in a can. Fortunately, PB Creative has come to the rescue of ready-to-drink (RTD) cocktails.

PB Creative was challenged by FMCG trade magazine the Grocer to redesign RTD cocktails. The result is the bold design of two lines of alcoholic beverages on creative packaging that give the consumers a more interactive but easy experience of taking drinks outside.

In one of the lines, On The Go Spirit, the consumer gets a tumbler that contains two cans: one is a double shot of either rum, vodka or gin and the other 150 ml of mixers cola, tonic or orange so each customer has the opportunity to make a cocktail with the measures preferred by pouring the parts into the glass and getting rid of the unglamorous cans. The other line is On The Go Prosecco, a tumbler with a small bottle of the sparkling drink with a mixer of blood orange, peach, or grapefruit.  

PB co-director, Ben Lambert, says, “We took a very ‘PB’ approach – it’s a big idea, a system, a unique brand. We haven’t simply redesigned a can. We challenged ourselves not to come back to the client with an obvious answer to their brief and produced younger, fresher classic and premium ranges.”  

The brand also developed a campaign that encourages consumers to enjoy the summer outdoors while having a drink on the go. The promotional banners read ‘Game, Set ’n Match with a G ’n T’ and ‘Polo ’n Prosecco’.