This promotional packaging for Smirnoff Caipiroska by JWT Brasil caught my eye.

Smirnoff Caipiroska packaging design

Smirnoff Caipiroska packaging design

The bottles are sealed in a diagonally perforated foil that resembles the texture of the three fruit flavours — passion fruit, strawberry, and lime.

Smirnoff Caipiroska packaging design

For a select mailing list, JWT sent the peelable bottles inside wooden produce crates.

Smirnoff Caipiroska packaging design

The packaging did the rounds on design blogs a while back. I thought it worth a mention, too.

Great idea.

Via @Issue.


July 31, 2011


I love that idea. It just goes to show that creativity needs to be involved in every aspect of the consumer experience – from sales down to the packaging of a product. Thanks for sharing!

My adoration for packaging ranks right up there with logos and print. It seems that packaging consistently receives proper consideration from alcohol brands. Brilliant idea and lovely designs!

Great idea! Imaginative, creative, and fun! That being said, I wouldn’t want to purchase it and am a bit turned off by wasteful packaging such as this. It’s clearly not as bad as things being shrouded in large plastic packages, but it still appears to be wasteful packaging to me.

I’m with Kyra on this, lovely idea but it is promotional, it wouldn’t work on a shelf in a store. I hope they made the peel biodegradable like real peel.

This must have cost a fortune to produce!

Kyra, if these were available for purchase I’d agree, but they’re product-launch promotional bottles going to a select mailing list. If I was a buyer or journalist they’d help get my attention (although free booze of any sort is a good start — except whiskey).

These are simply incredible! I don’t drink but I’d buy all three just for the packaging. David, after reading you book, I’ve been following your work for some time now… (wow, that sounded like something out of the Matrix). Keep up the amazing work man. Me, as well as many, many others recognise that you’re a true inspiration to the masses. I’m just starting out and I have no doubt that your efforts will have a direct influence in my design future ;)

It would make a nice commercial ad but then again, opening that crate to find three packaged bottles of Smirnoff at my house will probably be a much better experience than just seeing it on tv.

I also agree with Kyra and Lee, this would be a waste of packaging and probably a waste of money on their part if they were to put the new packaging on the shelves. I think it would soon turn into an annoyance for customers to peel the foil off rather than enjoy it. Good thing it is just a promotional act.

It’s a cute idea for advertising and they look very cool with it all peeled of in the last photo, but I think on the retail shelf in reality, it’s not such a great idea hiding the iconic Smirnoff bottle design that we all instantly recognise.

Is this iconic labelling on the crate? But then if if so, it’s not going to look the same as the bottle.

Not sure it’s a good idea in terms of actually selling bottles of vodka, which at the end of the day, they are in the business of :D

These are pretty impressive designs and will provoke a lot of interest, but mainly as a group of three – individually they seem rather nondescript until they are unpeeled.

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