Ciroc Limonata

A simple, yet very rich, consumer insight guided us from the flavor name, towards the design, into the campaign strategy, & finally through the execution. Always looking to celebrate the Cîroc consumer’s values and mindset, we leaned into the prevalent American love of Italian food culture & ways of living. In a world of nonstop motion and chaos, it makes sense that we’re drawn towards what Italy has to offer—La Dolce Vita—where an unapologetic embrace of pleasure is, essentially, a shared personality. Having this in mind, coupled with an elongated vision of launching a Lemonade flavor, we landed on Cîroc Limonata—an elevated lemonade vodka that transports you without a plane ticket.

Being Cîroc’s first time offering a colored liquid, we wanted to celebrate this and bring it to the forefront, using a simple transparent frosted glass, which underscored the muted yellow liquid. The unmistakable three stripes on the bottle’s waist are a nod to the fashion and elevation seen throughout Italy. The bold yellow stripes, bottle capsule, & ‘orb’ (Cîroc’s signature icon), all result in a bottle that simply can’t be missed on-shelf. Beyond that, we wanted to disrupt the industry, by blending culture & fashion into a product design.

Using our strategic foundation, we came up with the campaign headline, “Escape with Flavor”, encouraging consumers to take a transportive leap with us across the Mediterranean. We wanted to transport, but also disrupt—staying true to the Cîroc’s DNA. Cîroc consumers don’t merely ‘escape’; they escape with a flavor & authenticity that is active, not passive.