Coley Porter Bell has taken a top prize at The Drinks Business awards 2013 with its work for Olmeca Altos Tequila.
At the same time a packaging idea for Beefeater gin conceived by Coley Porter Bell but executed by Chivas Brothers has won in the best consumer campaign category.
Both were the work of Coley Porter Bell creative director Stuart Humm.
The winning award comes in the ‘best design and packaging for spirits’ category and saw Olmeca Altos beat off competition from some of the most innovative and compelling spirits designs of the last two years. They included Webb deVlam’s cutting edge work for Bombay Sapphire Electro which lights up in your hand when you pick it up. And there was Stranger and Stranger’s surreal retro fantasy design for Don Papa Rum.
The brief was to distinguish Olmeca Altos from the rest of the Olmeca range by creating an appealing personality for the brand, while making the bottle easier for bartenders to handle.
But when it comes to innovative integrated marketing, perhaps the co-creation employed by Beefeater’s My London was more significant because the packaging idea formed the basis of the communication campaign.
It was conceived as a limited edition pack for Beefeater to showcase the creativity and multi-faceted nature of London. The design uses thousands of photos uploaded by the public entering a competition to demonstrate ‘what London means to them personally’. The campaign was created by Chivas Brothers specifically to generate ‘content’ for the new design. A QR code on the sleeve takes consumers to a YouTube video of the bottle being created.