Alcohol, but not as you know it

There seems to be a little bit of a buzz around ketones at the moment.

For those that don’t know, this is an alcohol alternative, which promises ‘all the buzz but without the booze’.

Ketones are a type of alcohol that are metabolised in a completely different way in the body. As it lacks ethanol (as you would find in alcoholic drinks), it allegedly breaks down into a less toxic by product, providing the kick from an alcoholic drink, but without the subsequent hangover!

Quite a promise!

With new sectors comes the requirement for a new level of consumer education. If you are creating a whole new category, then there is a great opportunity to create a whole new set of rules.

This story is a lot to try and get across on the pack as per the example below, its executed more like a hard seltzer product. Therefore, it’s always going to look ‘alcoholic’.

I wonder if this would’ve been better approached creating a slightly less aggressive tone of voice in order to communicate its apparently less aggressive outcome!

What do you all think?

#PackagingDesign, #Packaging, #BrandDesign, #Innovation

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