This is beer, not coffee. Which
attrach my attention is the unique
packaging. In our opinion, beer only appears in pub or home, but the packaging
break the logic. It looks same like coffee, so it can be taken everywhere. This
is the “walking” ad for the pub. Breaking rules is the most important point to
the ads and packaging, and this beer is the most successful example of breaking.
The audience is probably the white collars in cities. The beer reminds them do
not forget to relax after hard work. Actually, this beer is from Russia, so it
is not hard to understand the reason of using coffee packaging. Drinking
culture in Russia is well-known all over the world. Their drinking culture just
likes the coffee culture in North America. It is also an ad for the culture of
their country.
I think it is trying to appeal the Ethos in order to sell their products successfully. They uses the hard board package to establish that they are a good company based on the ethic that everyone should protect the environment. It is speaking to the audiences that if you buy this kind product, you will contribute the protection too. It is targeting the audiences who concern the environment.
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