Baileys' Pumpkin Spice Liqueur Appeals to Millennials
Laura McQuarrie — November 8, 2019 — Marketing
References: baileys & packagingoftheworld
Baileys refreshed the packaging for its pumpkin spice liqueur with the aid of design agency Vault49, resulting in a new bottle and color palette to catch the eyes of Millennial consumers. The seasonally flavored product sets itself apart with a packaging design that's copper in color, setting itself apart from the iconic dark Baileys bottle. Baileys Pumpkin Spice was first launched a few years ago, originally in a dark bottle, but the new look for the product offers a comforting fall aesthetic in an unexpected new way.
While the design of the liqueur bottle is full of colorful autumn leaves, the hues—like pastel pinks and greens—are not typically associated with the fall season. The mix of unconventional colors is effective as suggesting the seasonal nature of the beverage, as well as its light and creamy texture.
While the design of the liqueur bottle is full of colorful autumn leaves, the hues—like pastel pinks and greens—are not typically associated with the fall season. The mix of unconventional colors is effective as suggesting the seasonal nature of the beverage, as well as its light and creamy texture.
Trend Themes
1. Seasonal Liqueurs - Opportunity for distilleries to expand their product offerings with new seasonal flavors and updated packaging to appeal to younger generations.
2. Non-traditional Color Palettes - Design agencies can experiment with colorful palettes that are not traditionally associated with a particular season or product, creating packaging that stands out on the shelf.
3. Product Refreshes - Established brands can repackage and update older products to appeal to new audiences and keep products relevant in an ever-changing market.
Industry Implications
1. Distilleries - Distilleries can create seasonal liqueurs, experiment with non-traditional flavors and packaging to attract younger customers.
2. Design Agencies - Design agencies can work with distilleries and other product-based companies to create unique, eye-catching packaging designs that connect with target audiences.
3. Packaging Industry - The packaging industry can find opportunities to innovate by using new materials and techniques to create more sustainable, visually stunning designs that help products stand out.
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