La Caoba: LIMITED EDITION MOMENTS

Credits & Description:

Category: i. Own Label and Private Label brands

Advertiser: LA CAOBA

Product/Service: BLACKSTONE

Agency: ONIRIA/TBWA

Designer: Lucas We (ONIRIA\TBWA)

Creative Director: Jorge Tercarioli (ONIRIA\TBWA)

Chief Creative Officer: Camilo Guanes (ONIRIA\TBWA)

Executive Creative Director: Daniel Achával (ONIRIA\TBWA)

Art Director: Noelia Pérez (ONIRIA\TBWA)

Designer: Nathalie Pera (ONIRIA\TBWA)

Designer: José Báez (ONIRIA\TBWA)

Designer: Orlando Giménez (ONIRIA\TBWA)

Account Supervisor: Ana Guanes (ONIRIA\TBWA)

Media placement: BOTTLE PACKS - Supermarket, Minimarkets and Convenience Stores - 10 May 2011, 10 July 2011



Describe the brief from the client

Blackstone is a new whiskey brand that wanted to make it into the youth market.



Describe the challenges and key objectives



Create a promotional action to reach the youth market. Compete against all the strong, traditional and international whisky brand.



Describe how you arrived at the final design

Firstly, we decided that the package for this whisky would no longer be elegant, restrained and boring.

Secondly, we developed 3 concepts based on youth insights on drinking situations, which we call ‘limited edition moments’:

1. BBQ with the guys

2. Dinner with her dad

3. Before the first date

Lastly, we designed 3 packaging based on those concepts.



Give some indication of how successful the outcome was in the market

The promotional packs made a huge impact: 50,000 units sold without any ads, and stock sold out in fewer than 60 days.