Bacardi Global Travel Retail’s Bombay Sapphire travel retail exclusive Electro gift pack, launched in November 2012, has won an award for ‘Best Duty Free/Travel Retail Design’ in the World Gin Awards, presented by The Drinks Report and announced in London on 20 February.
Bacardi says that this win brings the total number of awards to 25 and is believed to make the Bombay Sapphire Electro pack the most awarded packaging in history to date across all categories.
Previous awards (2013) include: Cannes Lions Bronze (Design); Drinks International Travel Retail Award Gold; The Packaging Superstar Award’ and a Gold Award Gold in the Packaging Design category at the Starpack Industry Awards; Epica International Advertising Awards, Gold; Mobius Awards of 1st Place and also ‘Best of Show’.
Richard Cuthbert, Bacardi Global Travel Retail Senior Brand Manager Gin/Whisky, says the Electro gift pack is “the leading game changer in Bacardi’s passion for packaging innovation. As we seek to further push the boundaries, we see it as a perfect example of the latent opportunity that differentiated and compelling gifting can deliver in travel retail.”
The presentation pack lights up in the hands of shoppers as they lift it from the shelf. In order to produce the cascade of lights, an illustration created for the “Infused with Imagination” campaign by artist Yehrin Tong is reproduced on the pack using electroluminescent ink, the first ever use of this technology in a packaging design. The 18-second sequential light show is powered by a battery in the base of the pack, triggered by a hidden motion sensitive mechanical switch.
Richard Cuthbert, Bacardi Global Travel Retail Senior Brand Manager Gin/Whisky continued: “We are delighted and proud to see the Bombay Sapphire Electro gift pack recognised at the prestigious World Gin Awards. The range of prestigious accolades achieved by the Bombay Sapphire Electro gift pack design is extraordinary and this latest title highlights the brand’s exceptional impact, further highlighting its category-leading position in travel retail.”
The Drinks Report described the Bombay Sapphire Electro gift pack success in the World Gin Awards as ‘a well-crafted, original and engaging carton that draws the eye. This represents a benchmark in on-shelf attention-seeking packaging that will soon be copied by everyone’.
The Bombay Sapphire Electro gift pack was designed for Bacardi by Webb deVlam brand strategy and design consultancy in London.