Beverage

Field Notes: Party-ready package

Posted: March 23, 2016

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 Lime-A-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 clear solution for a convenient cocktail. Easy for the consumer to enjoy a margarita in the moment. The use of a clear label on the bottle allows the design to play with negative space and utilize the color of the drink in a fun way. However, there is an opportunity to make the bottle label and the 6-pack carrier design more cohesive.

Kristin Murphy
Creative director at Kristin Murphy Design Inc.

 

While the initial product offering in 2012 may have been somewhat unique, the package design was anything from ownable or intriguing. To be frank, I don’t find anything about the new packaging to be disruptive. The use of a sparkle sky-like image isn’t anything new nor are the generic vector circles to the right, in fact they fight each other. I’m also unclear about the use of photography on the 6-pack holder and then abandoning it on the bottle label when four-color artwork can be produced quite well on a pressure-sensitive label. If they wanted to have a more appetizing and appealing image on the 6-pack by using photography, then sure—but at least connect the angle of the glass to the label.

What I’m getting to here is the marketing team wasn’t aligned and there was a battle between keeping existing equities and attempting to be disruptive, which resulted in a bland and disconnected final package design.

In terms of advertising, the 2016 Lime-A-Rita commercial showcases the can design from 2012 so I am struggling with the [line’s] connection with Splash. Beyond that, for a brand that desperately needs renewed relevance, everything about this ad seems dated and off target.

Nothing here connects; the packaging is far from disruptive or even current, the advertising is just sad and I’m afraid without a big change in how AB InBev is thinking about this brand, the writing is on the wall.

John Nunziato
Founder and creative director, Little Big Brands

 

I really like that the product is in glass instead of the previous container. The glass is more natural and symbolizes freshness.

The coloring of the graphics is fun and festive just like the product experience and the large type used for Splash’s logo makes me want to quench my thirst and drink the beverage.

The one thing I would have loved to see is a different cap at the top instead of the same ole bottle cap we are used to. I feel if the cap was more sophisticated then the product would appear a bit higher end.

Theodora Ntovas
Founder of Yasou natural skin care

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