Miller needed us to put some magic into a display for their new Vortex bottle.
Consumers we're drawn to it like a virtual vortex.
2010 POPAI Winner - Chicago, Illinois
For years, Miller Lite ha been the #2 beer in the world. Since it's inception, Miller Lites recipe has not changed. Brand has chosen to develop a new internal bottle feature that is designed to enhance taste and aroma. By adding crooces with the nect of the cottle, the beer is delivered in amore swirling action that forces the beer to release more aroma and hence more flavor. With the introduction the new vortex bottle, Miller Lite wanted to deliver an epic instore display highlighting the innovative enhancement to their bottle. The display needed to help impress upon the consumer that his was inded a caluable development in packaging and they are no receiving a more superior product than ever before. Brand wanted the new packaging to be evident as the vacuum formed bottle was to be screen printed to replicate how the new bottle actually looks with the grooves in the neck.
Design and Innovation:
Brands desire for realism enabled us to use multiple layers, substrates and motion within this display. At the center of attention is a vaccumed formed bottle, screen printed to replicate how the bottle actually looks with grooves in the neck. Adding motion to the bottle gave the consumer a better understanding of the intention of the vortex as it continuously rotates around a representation of dispensing product. Litho mounted corrugated formed the base on which the bottle is supported, foam board layers were used in the pour to support and maintain the fluid shape. Printed paperboard was bowed to represent the receiving glass. The display itself is battery operated and comes fully assembled out of the box. Brand wanted to insure placement in any retail are and not the limited by electrical requirements or by a lack of in store setup difficulties.
Consumer and Retailer:
Consumers were able to relate immediately with this display and its intention to introduce the new vortex activation bottle for Miller Lite. Using actual replication of labeling for the bottle, adding motion and the placement of already well known branding in key positions create a strong association with the consumers that initiate consideration in testing the new bottle enhancement. Communication revealing this innovation was accomplished by visually depicting the addition of the grooves within the bottle to assist in the delivery of flavor and aroma.