Cider doesn't really exist in the Chilean market in a meaningful way, and what does exist follows the French Cider model of a champagne-like product and experience. Looking to introduce this product line to the market, I faced the challenge of properly balancing the introduction of the idea of an "apple beer" in the collective consciousness, while creating a unique brand image that will work in the long term. We looked to cut into the beer can market as it is a much larger one than that of champagne bottles, and is less affected by seasonal consumption.
To that end, I emphasized the concept of the apple itself to "present" the product line to consumers, while also emphasizing positive characteristics implicit in the apple - healthiness, naturalness, goodness - which millennial trends are still giving more and more importance to in the market. The can itself is overflowing with foam for two purposes: to properly bridge the mental image of apple & beer, and to strongly appeal to neuromarketing concepts. Seeing this foam, the consumer is subconsciously *compelled* to grab it and slurp on the foam, and the mental ideation of 'grabbing' something is strongly correlated to an actual purchase. A lot of care went into the technical side of being to produce this foam graphic in a convincing way in the can through the use of non-standard can printing techniques.
