Smirnoff Engages With Peelable Packaging

Smirnoff, the world's #1 vodka, has launched a special edition series of textured "peelable" bottles in lemon, passion fruit and berries that make you want to buy their vodka just so you can peel the bottle.

“To launch the new formula of the flavors of Smirnoff Caipiroska, the Brazilian drink that is popular worldwide, we created bottles with the texture of the fruit for the flavors lemon, passion fruit and berries and a diagonal perforation, so that consumers could feel the unique experience of peeling a drink made of fruit. And we even sent the bottles in wooden crates to a select mailing list, just like the fruits are transported in large produce markets in Brazil.”

Brilliant. Simply Brilliant.

Smirnoff has made both the purchase and the usage of their Caipiroska line of vodkas a totally sensual experience.

 Is anybody out there still questioning the power of packaging?