Design consultancy: Bloom
Advertiser: Diageo

Executive Summary

"We couldn't be happier with the Royal Challenge performance since the redesign was launched. The new design is a compelling move forward for the brand, successfully connecting Royal Challenge with the spirit of India today so engaging with a new generation of RC loyalists."

Subroto Geed, Senior Vice President, USL (a Diageo Group Company)

In a buoyant but saturated Indian whisky market, Diageo's Royal Challenge brand was failing to make a distinctive and contemporary statement to its audience.

We were briefed to redesign the packaging to drive engagement amongst younger consumers, whilst retaining current consumers loyal to the brand. Operating in India's dark market, where most states have a blanket ban on TV, outdoor, and POS advertising, meant the pack design needed to do all the talking if Royal Challenge was going to continue to resonate will all consumers.