Packaging Innovation: Smirnoff 'Choose Love' Pride Vodka

All over the world, brands have celebrated Pride through a variety of campaigns and initiatives. For its No. 21 Choose Love Pride Limited Edition Vodka, Smirnoff has launched six limited edition bottles with designs celebrating inclusivity and love in its many forms. Here Benjamin Punchard, Mintel’s Global Packaging Insight Director, looks at why, today more than ever, brands have a real opportunity to address social, cultural and political issues and align with the core values of their younger demographics.

Benjamin Punchard is Global Packaging Insights Director at Mintel. Benjamin holds significant experience in conceiving, conducting and delivering quantitative and qualitative research and has worked with the leading multinational packaging companies to provide strategic market recommendations. Benjamin is regularly invited to present at global conferences and trade shows such as HBA Global Expo and The European Packaging Summit. Benjamin’s packaging analysis regularly appears in both national and trade media worldwide.