Radico Khaitan, a major player in the Indian liquor industry, has four millionaire brands in its portfolio. Leading in the vodka category with its Magic Moments and having enjoyed brand loyalty amongst the young TG, the company decided to tap the premium rum category.
Radico, known for developing successful brands, created Pluton Bay Rum as a premium product guaranteeing an awesome experience to rum connoisseurs. Rare, exotic Pluton Bay filled the vacant premium space between the semi-premium and regular segments of rum.
The premium character of Pluton Bay is highlighted by its vibrant international packaging. Its state-of-the-art design with unique tear-off sleeve feature and the insignia compass creates an exotic experience of the spirit of adventure.
Pluton Bay has succeeded in creating a strong buzz in the marketplace with its unique brand name and packaging. Consumers have simply loved it, as they are surprised by the value it offers through its international packaging and an amazing blend.
The POS design of Pluton Bay is very premium and innovative. The elements of POS depict the story of a sailor’s world lost to explore the rustic side of adventure with each step towards a new spirit of adventure. The ship, the ice, the sky and ocean all enhance glamour and add up to the exotic experience.