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Olmeca goes clubbing in Nicky Romero pack

New York strategic brand and packaging design agency, Bulletproof, has created a limited edition pack for Pernod Ricard’s Olmeca tequila to celebrate the brand’s collaboration with Dutch DJ Nicky Romero.

Since 2010, Olmeca has focused on the EDM (electronic dance music) scene with a series of campaigns and activations featuring world-renowned names in the industry e.g. Alesso and Steve Aoki.

In its latest campaign, the tequila brand has partnered a celebrated DJ and music producer Nicky Romero, and Bulletproof was tasked with creating limited edition secondary packaging for the South African off-trade market, which would unite both brands on pack, while clearly reinforcing Olmeca’s brand equities.

Commenting on the project, Bulletproof New York, VP of design says: “We conducted ‘brand safaris’ around the clubbing meccas of New York and London to better understand the emerging visual trends of the ever-changing and vibrant global EDM scene. Ultimately, we created a design system, which is sleek yet, evocative of the bombastic and kinetic energy of a big night out.”

Olmeca trade marketing manager Mayte Soberon adds: “With this limited edition we are illustrating the collaboration between Olmeca Tequila and Nicky Romero showing the essence of the Olmeca brand. It’s an impactful canister that will help build visibility and attract consumer’s attention in the off-trade.”

1 February 2016 - Felicity Murray The Drinks Report, editor