Unwinding during the afternoon is one of the best moments of the day. Picture yourself… You’re by yourself, at home, taking a break, enjoying a Canada Dry, the leading ginger ale (carbonated soda) in the US market. Canada Dry is a trusted brand dating from 1904.
There is, for sure, a universal need to relax, but Canada Dry knows that everyone relaxes differently. Some people relax by reading a book, spending time outside, watching TV, or browsing the internet. For some people, relaxation is active; for others, it’s passive. What you do to relax doesn’t matter. What matters is how you make the most of your relaxation moments.
33% of the time, consumers grab a beverage when they want to feel relaxed and unwind. Canada Dry enhances the feeling of relaxation, thanks to its real ginger, its bubbles, and its refreshment. Now, the famous soda brand would like to create a more emotional connection with consumers by leveraging the can to enhance people’s relaxation moments. Ultimately, we want them to choose a Canada Dry when they relax alone in the afternoon.
The brand needs your help to create graphic designs for a Relaxation Collection of cans that makes people’s relaxation time better
Design a collection of engaging can designs for Canada Dry to enhance relaxation moments.
Canada Dry is most often purchased in 12-packs (12oz cans together). So, Canada Dry wants to develop 12 different design graphics as part of a 12 pack Relaxation Collection.
For this contest, we’re asking you to design 4 cans. Only the winners will be asked to design the 8 additional can graphics.
But it means that you must think about a Relaxation Collection Theme that can be extended to 12 cans; not just 4.
It’s very important that you propose a common theme for the collection, and that the 4 graphic designs illustrate the theme, and have a common graphic identity. 4 random designs that are totally unrelated are not acceptable.
Very important: your design must be in two colors. (see toolkit)
The design should be self-contained on the panel set-aside for this project. It’s meant to be simple; just the can & the consumer. Do not include a QR code, or an app. Avoid requiring the use of a marker or a pen… we can’t write on metal.
The Relaxation Collection is for adults, aged 35 to 45 years old.
The relaxation moment is often: alone, at home, in the afternoon
The typical situation is: Martha, a 37 years old working mother of two, opens her refrigerator to grab a beverage before she sits down to watch TV before picking up her kids from school. As she grabs a can of Canada Dry ginger ale, surprise her with a message or an image that encourages her to make the most of her relaxation moment?
Your entry should be made of 4 can graphic designs and an explanation of your idea.
Please answer these specific questions:
- What is the central theme of your Relaxation Collection?
- How does the theme enhance consumers’ relaxation moments?
- How could your idea be extended to additional designs that could evolve over time?
- #1 Prize €5,000
- #2 Prize €4,000
- #3 Prize €1,000