Some development for my new project set by D&AD.
“Create packaging for a 21st Century Scotch Whiskey that appeals to an international female consumer…”
After conducting an online survey, it became pretty obvious the main reasons 18-24 year olds don’t buy Scotch are, 1. They don’t like the taste. 2. The current ad campaigns and packaging are distinctly aimed at an older male market.
Another point highlighted from the survey, was that the majority when purchasing a spirit buy something they can mix, but masking or mixing the flavour of whiskey in a cocktail was a lot of effort and requires a lot of fresh ingredients.
I’ve decided to package my whiskey, with a selection of ‘tea bags’, that would act like a flavour sachet such as mint and apple, honey and vanilla, berries and cinnamon etc.
The contents would be more like a powder of flavourings, than dried tea leaves, so it blends with the drink when cold.