Package Design - March 2016 - (Page 68)
AB InBev splashes into the ready-to-drink cocktail
market with product line extension.
Anheuser-Busch InBev (AB InBev) extends its Lime-A-Rita brand, with a new
flavored malt beverage line that enables
consumers to start the party even sooner.
Unlike the original beverage line, which is
housed in slim, aluminum cans and meant
to be enjoyed over ice, Splash is ready to
drink right from the bottle.
Sold in six-packs of 12-oz. glass bottles, Lime-A-Rita Splash line focuses on
celebrating "margarita moments," which
the company describes as those special
moments when a margarita can change
everyday occasions in truly unexpected
ways. The new product line represents a
departure not only in structure but also
visual identity for the Lime-A-Rita line,
with a whimsical, bubbly design.
"With the introduction of Splash,
Lime-A-Rita continues to reinvent the
category as a convenient cocktail solution that helps our consumers extend
the weekend, and treat themselves to a
margarita whenever they choose," says
Mallika Monteiro, senior director of LimeA-Rita.
Do Package Design readers think
Splash's visual identity and structure
choice serves the Lime-A-Rita brand well
and conveys the brand promise well?
The use of the glass bottle packaging is a
If they wanted to have a more appetizing
clear solution for a convenient cocktail. Easy
and appealing image on the 6-pack by using
for the consumer to enjoy a margarita in
photography, then sure-but at least connect
the moment. The use of a clear label on the
the angle of the glass to the label.
bottle allows the design to play with negative
What I'm getting to here is the market-
space and utilize the color of the drink in a
ing team wasn't aligned and there was a
fun way. However, there is an opportunity to
battle between keeping existing equities and
make the bottle label and the 6-pack carrier
attempting to be disruptive, which resulted
design more cohesive.
in a bland and disconnected final package
Creative director at Kristin Murphy Design Inc.
In terms of advertising, the 2016 Lime-ARita commercial showcases the can design
I really like that the product is in glass instead
of the previous container. The glass is more
natural and symbolizes freshness.
While the initial product offering in 2012 may
from 2012 so I am struggling with the [line's]
have been somewhat unique, the package
connection with Splash. Beyond that, for
festive just like the product experience and
design was anything from ownable or intrigu-
a brand that desperately needs renewed
the large type used for Splash's logo makes
ing. To be frank, I don't find anything about
relevance, everything about this ad seems
me want to quench my thirst and drink the
the new packaging to be disruptive. The use
dated and off target.
of a sparkle sky-like image isn't anything new
Nothing here connects; the packaging
The coloring of the graphics is fun and
The one thing I would have loved to see
nor are the generic vector circles to the right,
is far from disruptive or even current, the
is a different cap at the top instead of the
in fact they fight each other. I'm also unclear
advertising is just sad and I'm afraid without
same ole bottle cap we are used to. I feel if
about the use of photography on the 6-pack
a big change in how AB InBev is thinking
the cap was more sophisticated then the
holder and then abandoning it on the bottle
about this brand, the writing is on the wall.
product would appear a bit higher end.
label when four-color artwork can be pro-
duced quite well on a pressure-sensitive label.
Founder and creative director, Little Big Brands
Founder of Yasou natural skin care
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Table of Contents for the Digital Edition of Package Design - March 2016
Package Design - March 2016
Package Design Matters Series
A Spirited Performance
Patterns of Engagement
Debate & Discuss: Driving Breakthrough Innovation
Field Notes: Party-Ready Package
Sponsored Section: Agencies to Watch
Package Design - March 2016