Monday, 21 April 2014
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‘Exploding’ fruit drink packaging from Williams Murray Hamm

Williams Murray Hamm has created interactive packaging for soft drink brand Juice Burst, which will show fruit ‘exploding’ off the packs.

The packaging will feature augmented reality Blippar technology, which will allow consumers who have the Blippar smartphone app to see a film of the fruit exploding. This film will also feature links to Juice Burst social media channels.

WMH created the ‘exploding fruit’ films by filling individual pieces of fruit with pyrotechnic charges before blowing them up and filming the results using high-speed cameras.

The new packaging range

The new packaging range

Toby Stewart, a pyrotechnician with special effects company Artem, which worked on the films, says, ‘The things that were really challenging were blueberries, grapes and raspberries, because they’re really small.

‘It’s really hard to get a charge that’s not going to obliterate them.’

An exploding passion fruit

An exploding passion fruit

As well as creating the brand concept and films, WMH also designed the graphic and structural packaging. The consultancy says it deliberately set the labels at a higher point on the bottle to contrast with other brands, which place their labels lower down. WMH says it also developed ‘stories’ for the fruit to give them ‘personality and voice’.

WMH creative director Garrick Hamm says, ‘It’s packaging as media. A series of “outbursts” with the pack literally shouting from the shelf as the fruit “bursts”.

Bang! There goes an apple…

Bang! There goes an apple…

‘We just loved the idea of people watching the bursting fruit on the smartphones as they shop. I don’t think anyone’s done that before.’

WMH was appointed to the work by Juice Burst brand owner Purity Soft Drinks, and the new packaging is set to launch next month.

Readers' comments (5)

  • Is fruit exploding really appetisingly these days? Feels rather destructive and wasteful than invigorating.

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  • I love it! It's unique, it's fun, interesting and fresh! Great thinking and great job!

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  • Can't really claim to be impressed by this. I see images like this daily on stock image sites. What's original or unique about putting one of those images on a plain black label with some unimpressive type?

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  • Oh and why not ??? do something that grabs ones attention - not offensive its just fruit? anyway we were always intriged by the slowed down films of buildings being demolished - well I was - cant please everyone i suppose - everyone to their own. could always blow up annoying orange ?? hee hee.

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  • A lot of work has gone into this concept. I just wonder how many consumers will actually stand there with their smartphones and watch the digital outcome?

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