GIANT'S CAUSEWAY PACKAGING by The Jupiter Drawing Room South Africa for Bushmills

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GIANT'S CAUSEWAY PACKAGING

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Industry Whiskey
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Copywriter Brett Netherton
Designer Robert Prinsloo Cape Town
Released October 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: BRANDHOUSE
Product/Service: WHISKEY
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Nov 1 2010
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Copywriter: Brett Netherton (The Jupiter Drawing Room South Africa)
Designer: Robert Prinsloo (The Jupiter Drawing Room South Africa)
Account Manager: Rowan Eva (The Jupiter Drawing Room South Africa)
Production Manager: Di Fraser (The Jupiter Drawing Room South Africa)
Media placement: Bushmills Whisky Gift Pack - Tops Bottle Stores South Africa - November 2010

Describe the brief from the client
Create a premium whiskey gift pack for Christmas, but with greater longevity and shelf life.
It had to contain 1 whiskey bottle and 2 glasses.
It needs to represent Ireland's Giant’s Causeway, 2km from the Bushmills Distillery. This world heritage site of 40,000 interlocking polygonal basalt columns has featured prominently in the brand’s advertising.

Describe the challenges and key objectives
The brand is relatively new with little recognition.
South Africans are unfamiliar with the Giant’s Causeway.
At Christmas, the shelves are cluttered with similar gift pack offers.
Most gift packs are not premium and reflect badly on the brand.

Describe how you arrived at the final design
Make the pack in the shape of the Giant’s Causeway.
It holds the contents better and minimises internal packaging.
Stacks for a visually impactful display.
Uncoated board, select embossing and foiling, and the pen-and-ink illustration are premium brand cues.
A one piece die-cut with only two glue strips for structural integrity.

Give some indication of how successful the outcome was in the market
9,000 limited edition Causeway packs were produced.
None were on shelf after Christmas.