Campari UK has given Koko Kanu – Wray & Nephew’s coconut flavoured aged white Jamaican rum – a packaging revamp. The new design inspired by the 1950’s ‘golden era of travel’ is expected to capture the attention of urbanite drinkers looking for a fun, light and refreshing drink.
The new label encapsulates imagery of tropical island life using 1950s travel iconography set within a stand-out ‘K’ motif on a new bold, clear squared glass bottle. Exotic travel to far-flung islands was a fantasy for most before the jet engine came into commercial flight use and the golden era of air travel was born. Curious travellers then went on to explore the undiscovered delights of tropical paradises such as Jamaica.
Commenting on the new design, Campari UK marketing director, Nick Williamson, says: “Since Koko Kanu launched over a decade ago it has quietly worked its way up to become a firm favourite with bartenders who like the round, full-bodied rum characteristics that come from having a 37.5% ABV.
“The new pack design is sure to appeal to the new generation of drinkers who revel in the same care-free attitude of the first jet-setters that were seduced by the untamed beauty and seductive vibes of Jamaica. It was the golden age of air travel and Koko Kanu cocktails are designed to give consumers the same alluring island adventures as those early travellers, even if it is just during the briefest of sips.”
Koko Kanu is expected to appeal in both the on and off-trade as consumers look for an easy drink to make at home. (The Pina Colada is the UK’s second most frequently drunk cocktail (CGA report, April 2016). As demonstrated by Rum Ambassador Ian Burrell on Sunday Brunch (22 May), equal parts of Koko Kanu and pineapple juice shaken and served chilled is a fantastically simple way to get a taste of the tropics. Named the Koko Kolada, the cream-free version of the Pina Colada is sure to appeal to the growing number of consumers looking for ‘skinny’ options in their drinking repertoire.
Rums distilled at the Wray & Nephew distillery in Jamaica that have coconut notes are chosen by master blender Joy Spence to accentuate the coconut flavours. The rum is aged for one year before being charcoal filtered and blended with the coconut.
The new pack, created by brand consultancy and design agency Brandhouse, will be available from mid of July 2016 in Sainsbury’s and Ocado and to the on-trade from October. A 70cl bottle has an RRP of £19.
5 July 2016 - Felicity Murray The Drinks Report, editor
Agencies Bars Bottles & Bottling Cash & Carry Cocktails Corporate Services Decorating Department Stores Design Design & Packaging Design Agencies Distributors Drinks Drinks Producer Europe Home Hotels Jamaica Labels & Labelling Mixology Nightclubs North America Off Licences / Liquor Stores Off Trade On Trade Online Stores / Mail Order Packaging Packaging / Brand Design Agencies Production Services Restaurants Rum Spirits Supermarkets Travel Retail United Kingdom Visitor Centres White Worldwide