JKR Juice 2014 competition brief:
"Create a new range for Sourz using one of the territories (seven deadly sins or obscure) for inspiration. Explore how to instill a sense of maturity in the new range whilst retaining a sense of modernity and fun. Territory - sin: ensure your range captures a sense of mischief and allure, exciting and inviting your consumer in. "
JKR JUICE 2014 WINNING ENTRY: SOURZ TEMPTER
Moths have an instinctual behaviour of being attracted to lights and the phrase
‘moth to a flame’ defines the magnetic relationship. To be enticed to something that they
find attractive but know to be wrong or unwise, bringing out the individual’s naughty side.
Temptation applies to all aspects of human nature.
GLOW IN THE DARK
Alcohol is usually consumed in the hours of the evening and night.
Therefore the glow in the dark ink (applied on the logo and the moths) will make the bottle stand out in bars.
This species of moths are associated with superstition and evil due to their skull pattern
on their thorax. It is featured on the packaging and advertising of Tempter.
MAGNETIC MINI FLYERS
These flyers gather around light sources to form a visual advertisement
piece but also it can be taken home by pedestrians.
SOURZ BAR INVITATION
The front die cut page reveals underneath a glow in the dark sticker
that will be worn on the night for the Sourz bespoke bar entry.
NEWSPAPER ADVERTISEMENT TRAIL
Sourz occupies different small advertisement spaces within the newspaper leading them to read
on and discover the main advertisement. It reflects the nature of the product of being tempted.
Advertisements would feature on leisure pages e.g. lifestyle and entertainment pages.
STICKER TRAIL ACROSS THE CITY
Glow in the dark stickers would lead to the bus shelter poster. They are distributed depending on distance - saturated sticker distribution closer to the bus shelter, scattered further to the bus shelter.
BUS SHELTER POSTER
The side of buses would have a moth banner advertisement so that they are travelling to each bottle
along their route (resembling a bar crawl). The illumination of the bus shelter brings the poster to life and posters
can differentiate using the flavour of the drink.