Beverage Case Studies
Technology and Know-how Create a Recipe for Success
Brown Forman’s blend of Jack Daniels and Ginger Ale created a refreshing new cocktail that complemented the individual flavors of each. They needed a strong point-of-purchase campaign for on-premise and off-premise consumption that inspired customers to try this new mixed drink. For this campaign, they were looking to create a similar blend of package design and printing techniques to grab consumers' attention. The warm gold tones of the whiskey were captured by the addition of a metallic, subtly reflective foil treatment that captured the light and helped the product shine.
Drawing from our experience with point-of-purchase promotions, MPS worked with the ad agency to explore how unique printing technologies could combine with the graphics for maximum impact.
Working with key art, we selectively added foil, creating metallic vignettes in certain areas. Our FoilKote technology was integrated throughout the campaign, along with 3-D elements that showcased the product. The Case Card Kit shipped flat with instructions on how to easily assemble on-site to create a 3-D APET lowball glass to that really stood out at retail.
MPS managed all aspects of the project from pre-press through fulfillment. Total turn-time, from proof approval to assembly and delivery of the finished kits, was ten days.
Imagination and Resourcefulness Relaunch a Brand
The true test of a classic is that it stands the test of time, and Grand Marnier is no exception. Thinking of new ways for a younger audience to enjoy this 150-year old liqueur, Marnier–Lapostolle launched a global campaign promoting Grand Marnier as a refreshing chilled cocktail. The campaign broke new ground with inventive and ambitious ways to chill and dispense the liqueur, inspiring the consumer to see this iconic brand in a completely new light. Visualizing how value-added packaging can be seamlessly integrated with the product is an invaluable initial step in creating a cohesive campaign. Executing the ideas to deliver on the vision is an indispensible final step in ensuring success.
The challenge went well beyond printing and packaging to include product design, engineering, and prototyping of refrigeration units—and even into glassblowing—to create an experience that blended the core brand identity with the chilled theme. Our team explored 54 product concepts with agency-quality design renderings for various ways to refrigerate, ice, and insulate Grand Marnier to 20°F.
Refrigeration, chilling and insulation were integral to all the components in the campaign, requiring a range of materials, compliance with international standards, kitting and assembly. MPS produced eight promotional items for the Grand Marnier campaign, including a refrigerated shot machine; an injection-molded iced shot bucket; etched shot glasses; cocktail dispenser kit; holiday tin with thermoformed insert; neoprene jackets; APET gift carton; and a corrugated retail display.
MPS relied on our extensive network of partners to prototype, test and source the various components, all timed to arrive concurrently for the brand launch. Combining the resources of three MPS manufacturing locations, with nine different suppliers specializing in custom manufacturing, we seamlessly brought everything together for the client.