Osborne Pike

The famous orange ‘coat’ of Verve Cliquot champagne created both fantastic shelf impact and superb communication of brand values.

Now Whisky is having a go at the same trick, but what is the appropriate metaphor? For French consumers at least, the answer seems to be some kind of leather bag or pouch.

Unlike the Verve pack these have less standout than boxes or tubes, but this is a browsing category so we’ll let that pass.

Once I noticed them I was struck by a wave of imagination of secondary uses, but this soon gave way to the realisation that they wouldn’t hold binoculars or a hunting pistol, and I don’t possess either.

Good Wow factor. Now just give me a Why? factor and I’m sold.