EXPLOSIVE PACKAGING THE CAPTAIN MORGAN CANNON BLAST

Cannonballs on supermarket shelves? That just became reality — but there is no need to be afraid! Naturally they’re not full of gunpowder but rum. Being the drink of seamen and pirates, it is still associated with them today.

Diageo has launched «Captain Morgan Cannon Blast» in this unusual packaging to reflect Henry Morgan’s adventurous life as a buccaneer.

The glass of the bottles brings the weight to give the consumer the feeling of holding a real cast molded cannonball. To create a shrink sleeve that looks and feels just as rustic and rough as cast iron was a challenge CCL Label accepted with pleasure and mastered marvellously.

The result is a true eye-catcher: The use of foil behind the product name brings a fiery bold look in contrast to the matt background and tactile surface texture added to the sleeve. The Captain himself is highlighted with a high build varnish to create additional contrast.

Another distinctive feature of the «Cannon Blast» sleeve is that in a club setting or under black lights the skeleton of Captain Morgan becomes visible and a ploom of cannon smoke that points to a traditional skull and crossbones are glowing bright in the dark.