Global creative agency Force Majeure was recently awarded the 2023 Gold Award for their exceptional work on the “Like Only Cîroc Can“ campaign for client Cîroc (Diageo). Cîroc, known for its credibility and respect in the ultra-premium vodka category, sought to enter the booming RTD market with its new Vodka Spritz line. Read more below on how Force Majeure seamlessly merged Cîroc’s established reputation with a playful, on-the-go experience.
By: Force Majeure
As a brand, Cîroc has a vast amount of respect and credibility in the ultra-premium vodka category; however, consumers do not associate the brand with the RTD (ready to drink) space that has been booming over the past several years. For the launch of Cîroc’s new Vodka Spritz line, our challenge was to utilize the brands’ loyal consumer base and maturity in the ultra-premium vodka category to create a seamless entrance into the RTD category.
For the foundation of Cîroc’s new Vodka Spritz lineup, we designed four vibrant and unique cans that leaned into the flavor cues of the taste and utilized the Cîroc orb closely associated with the brand. In turn, this effectively communicated two essential elements: 1. The vibrant colors and flavor cues provided a fresh take on the brand’s willingness to adapt towards a more playful on-the-go experience, and 2. Using the orb as a fundamental visual device instantly associates the product with a credible vodka brand that is widely known and respected. Each can is unlike any other in the RTD category, using a matte finish on the colored body of the can, complimented by a shiny metalized orb that showcases the premium nature of the product.
We were not only tasked with designing the packaging for the inception of Cîroc Spritz, but also faced the opportunity of communicating the product’s launch over a 360-degree landscape, using video and static content via social media, programmatic video, and out-of-home billboards. We did not want this product launch to feel like the typical backyard/beach summer-party moments, which puts the product in a bit of an occasional box. Cîroc’s Vodka Spritz’ should be enjoyed on any occasion and doesn’t practice social boundaries. We needed the communications to visually reflect the elegance, premium nature, and flavorful vibrance of the Cîroc Vodka Spritz.