Cruzan Rum toasts a new, premium image
-- Packaging Digest, 11/1/2008 2:00:00 AM
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Cruzan rum—a product of V&S Group—had attained more than three dozen awards over the last decade for its quality, yet in consumers' eyes, the product remained a “value” brand, rather than a premium product. Looking to shift consumer perception, the firm turned to Dragon Rouge (www.dragonrouge-usa.com) to craft a new packaging design.
The primary goal of the redesign was to attract a more sophisticated, discerning consumer, and move away from the perception of being a value brand. To that end, Dragon Rouge created a new structure and new graphics for the Cruzan rum portfolio, consisting of 16 SKUs. The new brand identity—a distinct, hand-crafted, iconic crest, inspired by the family coat of arms engraved in the distillery's wall—gives the brand a sense of authority. The bottle's broad shoulders are contoured to complement the crest, and the structure tapers subtly to the foot. These design elements help the Cruzan crest instill a sense of pride on the package. The secondary goal was to create a cohesive family feel, while clearly delineating the role of each SKU within the portfolio.
Following the packaging redesign, Dragon Rouge created a global brand identity for the line and will continue to serve a key role in the brand's strategic innovation pipeline over the next three years. The new Cruzan Aged Light and Aged Dark rum brands were launched worldwide in mid-September; the single barrel product will launch in early 2009.
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Additionally, the product absolutely has not changed along with the package (except for any new flavour launches of course).
S Connor - 2008-29-12 23:16:00 EST -
Cruzan rum is not owned by V&S, it was bought by Jim Beam
S Connor - 2008-29-12 23:12:00 EST -
Premium Image? Yes!
Improved product? Not in the furthest stretches of your advertising agency's imagination nor of your new distillery personnel.
The new rum is raw, burns all the way down, and is an insult to the name "Cruzan."
Patt Meara - 2008-25-12 11:39:00 EST -
The new management of Cruzan Rum has taken a magnificent , world class product and changed the color, flavor and quality to downright poor !
I have a 1750 ML bottle , produced four years ago and use it as my quality benchmark.
A recently purchased 750ML bottle, received as a gift,
compares poorly in color, flavor and smoothness.
Several friends of mine here on St. Croix have remarked negatively on the new product.
Mervin Baer - 2008-24-12 20:15:00 EST
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