Launch a new single serve cocktail to capture the fast growing market of young US party animals that want refreshment with attitude. The market was ripe for challenger brand that could break through a sea of bland brands and completely shake up the category.
Our idea centred around the creation of an MXD tribe of ‘Spirit Animals’ loaded with attitude and mixed with a dash of wickedness. The range currently includes Joey the Californian Chihuahua and Logan the Floridan Parrot. The dress code is psychedelic colours and/or (slightly disturbing) Hawaiian shirts.
Brand creation: creative territories, naming, research concepts, brand positioning, brand design, character design and packaging design.
The party is really kicking off. MXD was launched in a number of key states to a phenomenally positive reception from both trade and consumers. New flavours are soon to join the crew, expect Thiago our Cuban panther to mix up the Strawberry Daiquiri soon.