Design a 473ml aluminum can for our new brand that is highly appealing (looks indulgent), communicates what the product is (Creamy coffee drink with rum), Stands out from the rest.
The RTD beverage or adult refreshment category is constantly being bombarded by an endless number of flavour innovations (examples: Hey Yall Fruit mixes, Palm Bay Citrus combinations, Twisted Tea mix, Mike's Hard Root Beers, etc)
When we quickly look at this innovation trends we see a clear influence coming from other packaged and non packaged products (Soft drink, Tea blends, JugoJuice mixes, Starbuck Frappuccinos, etc)
When we take at a closer look at the package product segment, we see a strong trend coming from the Coffee houses into the supermarkets.
The increase innovation of products like Frappuccino®, Illy® or TimHortons® in grocery stores to target this millennial poses an opportunity to bring this trend to the adult ready to drink category. We want to be one of the first to bring this coffee trend, as an indulgent frappuccino creamy drink with a bit of rum.
It is clear that our young millennial target is different to the consumer we use to have. This is a consumer that driven mainly by unique alternatives and willingness to pay for differentiation.
They are more open to explore different flavours and require a wider array of products to cover his/her current need states.
Need state: relax and enjoy.
21 to 30 Young more female skewed. (don't exclude males)