Smirnoff Celebrates Equality With New Pride Edition

After their spectacular “Love Wins” edition last year Diageo launched another limited range of sleeved bottles promoting love and equality.

A Winning Team

This time the message is a reminder – or even a call – to “Choose Love”. To help spread the message Smirnoff teamed-up with their partners at Design Bridge and CCL Label to create a promotion that will once again turn heads!

The Inspiration

The six different designs were created by brand design agency Design Bridge who took inspiration from illustrator Rob Bailey’s ‘Hey Man’. All of them show couples in love – regardless of gender and skin colour.

“We were delighted when Rob agreed to collaborate with us on this project, and we set about working on the design together. After deciding upon a series of 6 bottles – one in each colour of the Pride flag – we worked closely with Rob to create 6 new sets of embracing couples to adorn each of our Choose Love limited edition bottles”, the agency states on their blog.

To transfer the results of this creative process onto the bottles CCL Label King’s Lynn in the UK produced the full body sleeves using state-of-the-art gravure printing.

The vivid rainbow colours in combination with the matt lacquer give them not only an outstanding look but also a nice surface feel.

As an additional feature for interaction the sleeve design includes a snapchat code. After scanning it will unlock a dedicated filter.

To find out about last years edition click here.