POLIAKOV Vodka from La Martiniquaise has won a Formes de Luxe award for Poliakov Mule, a limited edition created using O-I : EXPRESSIONS RELIEF.
Poliakov is the best-selling vodka in France. The brand chose O-I : EXPRESSIONS for the limited edition Poliakov Mule, promoted in France over Christmas and New Year.
The brand is positioned as an accessible premium vodka targeting a young adult audience that enjoys partying at home. Therefore, it created a digital experience around the Poliakov Mule cocktail to intensify consumer interaction and enjoyment.
Poliakov wanted to use its proprietary embossed bottle for the limited edition and emphasise its brand icon, the double-headed eagle.
O-I : EXPRESSIONS technology has the ability to reproduce the brand’s eagle motif in multiple facets, thanks to the relief ink, and magnify it to create an ice eagle.
Melianthe Leeman, global marketing director wine and spirits at O-I, explained, “With 3D relief printing and cool colours, O-I : EXPRESSIONS replicated the look and feel of ice onto the bottle. The design integrated the brand’s motto – born in the ice dimension – into the packaging itself.”
Direct printing on the bottle is said to limit the impact on the environment and also enabled 360° graphics which reveal the Poliakov Mule cocktail recipe all around the bottle.
The brand used this limited-edition print, created by ELIXIR DESIGN, to drive buyers to an augmented reality web experience (designed by Brewster Studio) to free the eagle from its packaging and plunge the consumer into an extreme icy and immersive dimension with its tribe.
O-I added that it has mastered the art of printing QR codes in relief, further integrating the power of augmented reality into glass packaging.
Thomas Bundy, product manager, vodkas and gins at brand owner La Martiniquaise-Bardinet, said, “O-I: EXPRESSIONS captured our vital spark. It inspired our customers to follow the eagle and create our signature cocktail.”
