Thematic Primary and Secondary Packaging will Hit U.S. Shelves at the Beginning of Summer
Bohemia announced the launch of a limited edition packaging to pay homage to one of Mexico’s most iconic artists, Frida Kahlo. From the beginning of summer to November 2011, the thematic six-packs will be available for purchase in key U.S. markets; its launch is being supported by a variety of consumer promotions and POS at on- and off-premise channels.
The neck labels of the exclusive 12oz bottles prominently feature Frida Kahlo’s face as well as classic Mexican symbols, like flowers, hummingbirds and monkeys, often found in her artwork. The hammered gold, metallic cream, and brown tones of the thematic labels are inspired by the colors of Aztec tradition, further anchoring Bohemia’s toast to Mexican folklore.
The six-pack carton has a similar motif and color palette, but Kahlo’s image and favorite Mexican icons are placed within a piece of papel picado, a traditional hand-carved tissue paper. Kahlo’s stylized signature, along with the “limited edition” legend, is included in both the primary and secondary packaging.
To create momentum prior to the limited edition packaging, Bohemia orchestrated a contest through Facebook, giving emerging artists an opportunity to submit art pieces inspired by Frida Kahlo’s work and Bohemia’s brand attributes. Having received more than 50 entries from around the US, the judging panel, which consisted of Mara Romeo Kahlo, Frida Kahlo’s grand-niece; Trinidad Fombella, assistant curator and exhibitions manager at El Museo del Barrio in New York; and the brand’s marketing team, selected three finalists including:
- First Place: Ernesto Camacho (New York, NY), $10,000 winner
- Second Place: Lizbeth Ortiz (Houston, TX), $5,000 winner
- Third Place: Jose Luis Padilla (Dallas, TX), $2,000 winner
Along with the limited edition Bohemia Frida Kahlo six-pack, adults 21 and older can obtain a booklet at retail locations featuring a synopsis of Kahlo’s daily inspirations such as Bohemia, and illustrations that allow consumers a glimpse into her surrealist world. Frida Kahlo’s presence and Bohemia’s premium image will also be felt at restaurants and bars through thematic table tents, price cards, coasters, and specialty glassware.