Investment in Russia Branding in Poland Research in Germany

14
Products and Branding
Fire and ice for
Wyborowa bottle
Wyborowa, one of the leading
brands of Polish vodka, recently
launched a limited edition.
Ricard, the owners of the Wyborowa
brand, chose an edition that propels the
vodka into an unusual, contemporary
universe and which outlines the distinctive
character of this Polish vodka: the
letter W refers both to the brand's name
and to the word, wódka, the Polish
spelling of vodka.
The limited edition bottle is draped in
a full-length sleeve produced by Sleever,
whose metallic ice-blue shades set off the
deep-red W. To cap the exploit, for the
first time the closure remains one with
the top after opening by means of a
metallic sheath.
The main marketing aim in this highly
fashionable, and thus highly contested,
sector of vodkas is to increase the awareness
of Wyborowa and reinforce the
brand's premium image among consumers.
The collectible was launched in massmarket
retail and nightclubs.
Ricard wanted to remain true to the
cold colours, traditionally associated with
clear alcohols, whilst making the most of
sleeve technology, with a pioneering
combination of a sleeve and a closure
fixed to the top by a bespoke adhesive
system. The result is a 360° shimmering
array of metallic electric blues that draws
the eye to the elegant claret-coulored W
of the Wyborowa brand, which burns as
if encased in ice. The sole transparent
feature of this new decor is a narrow vertical
window down the length of the bottle
that reveals the alcohol within.
A difficult concept to produce
The development phase was carried out
by Sleever and Ricard to obtain a
homogenous blue, free of any concentration
around the neck or shoulders of the
complex Wyborowa bottle. A design was
required accurate to 0.2mm to ensure the
exact transcription of the decor and 3D
imaging for the transparent window.The
sleeve was printed in nine colour helio-
engraving, including two metal silver
shades to create the overall metallic
effect that catches the light so well even
in the most muted ambiences.
It was decided to use an SI-PET-
TG/050-Z film for the bottle sleeve
because of its 360° visual characteristics
CEE Packaging, www.ceepackaging.com Tel.: +48 22 2195466, +48 502 159080
and uniform shrinkage on a form with
differences in diameter of up to sixty
percent and an SI-PET-SF/075 for the
closure to ensure that it is capable of
withstanding the constant opening and
closing of the bottle.