Funkin to include cocktail-making advice as part of packaging redesign
The packaging, which encompasses Funkin’s entire range of cocktail mixers, fruit purées and syrups, will be aimed at helping bartenders create cocktails such as the Mojito, Strawberry Daiquiri and Piña Colada.
Funkin said its range allows a wider range of outlets to tap into the growing cocktail market by reducing time spent mixing and reducing wastage while also boosting profits.
Aimed at evoking the evening drinking occasion, the new design features a navy blue background against a white Funkin logo. The brand’s signature red splash has now become a swirl, which represents a top-down view of a cocktail glass.
The swirl leads the eye to the side of the package where the #FunkinFast method is communicated in three steps – Ice In, Spirit In, Funkin.
Effective message
According to Funkin, 95% of consumers found that the new packaging “effectively communicates” how to use the brand.
Funkin will also have a unified look across its Pro range of purées and syrups.
Funkin senior brand manager Joana Lenkova said: “Breakthrough innovation is in the DNA of everything we do. This new, fresh look comes at an ideal time for Funkin as the company embarks on the next phase of its growth.
Lenkova added: “The packaging is sophisticated and contemporary while nodding to Funkin’s heritage, established in 1999. This revolutionary change will increase awareness and ultimately drive trial among consumers.”
Funkin range
Funkin’s range of 1-litre mixers include: Piña Colada; Mojito; Cosmopolitan, Strawberry Daiquiri; Strawberry Woo Woo; Margarita; Brazilian, and Hollywood.
