For the past four years, Cîroc has launched two limited editions, seasonal flavors per year. The purpose of LTOs (Limited Time Offering) is to drive newness and excitement for Cîroc among our consumer base. We were commissioned to work on the product design and the launch campaign of their latest limited-edition flavor: Summer Citrus.
In close collaboration with the Diageo Ciroc Innovation team, the Agency took care of the Visual Strategy, Packaging Design, Art Direction, Key visuals (Print, Digital & Social), Digital content, Photography & Video Production, and Retail Assets.
The team identified the Citrus flavor profile as a massive gap within the Cîroc flavored portfolio. More than 50% of consumers prefer Citrus flavored spirits, and citrus flavors are driving growth within the flavored vodka category.
The packaging is a pure expression of the warm feeling of an end-of-day sunny celebration, a citrus-flavored sunset. Colorful and powerful, it’s an invitation to relax and celebrate.
The Ciroc Limited editions bring a sense of playful fashion, style, and colorful elegance to a category dominated by Vodka semiotics. Going beyond the expected expression of citrus, the design brings a new collectible and iconic personality to the summer parties.
The bottle was optimized and light-weighted in 2020.
After countless releases, the Cîroc Summer Citrus Limited Edition S/S 2021 is the most successful Ciroc limited edition launch to date.