With Smirnoff’s launch of a Caipiroska collection comes promotional packaging to match its fruity theme. The Caipiroska, popular in Latin America, is a play on the Brazilian Caipirinha, but made with Vodka in a variety of fruit flavors, rather than the traditional cachaça. As such, for the launch designers at JWT Brazil came up with a “peelable”  covering that corresponds with the  bottle’s fruit flavor. Peeling the covering is like peeling a fruit skin. The peel reveals the label and enhances the consumer experience in a creative way.

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h/t: http://www.adweek.com/adfreak/smirnoffs-fruit-flavors-get-peelable-bottles-126857

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