Cannes Lions

Crush Orange Freeze Packaging

TACO BELL, Irvine / TACO BELL / 2017

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Overview

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Credits

Overview

Description

Our new cup design had to communicate refreshment, and embody the feeling of a sizzling summer day. What better way to illustrate this feeling than creating a graphic on the cup itself that looked like a melting Orange Creamsicle bar? This graphic treatment linked our new beverage with a visual that brought up feelings of nostalgia of a perfect summer day spent with a thirst-quenching treat.

Execution

We created a packaging that reminded our customers of a time spent with sunny days devoted to leisure and play time with the people you love.

By utilizing a clear plastic cup to reveal the fun Freeze flavors, and an opaque white ink for the drip effect, we were able to create an illusion that the Freeze itself was melting. The communication was clear – this is the perfect drink for a hot Summer day.

The cups were designed with subtle branding in order to organically create camera-ready, shareable moments for social media. Moments that fans could proudly share without feeling like they were shilling the product itself.

Outcome

(SEE CONFIDENTIAL SECTION)

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