Dead Rabbits and Carrots Beer
objective was to create a buzz around this high-end fashion boutique
(CARROTS) and specifically around their men’s line, driving new male
customers into the store. We created a limited edition, designer beer
made from carrots. We brewed the beer, handcrafted the bottle wraps,
and applied the labels. The 22(oz.) burlap-wrapped bottles were
hand-delivered as gifts to specifically targeted men and the 12(oz.)
beers were served at CARROTS-sponsored events and in-store to enhance
men’s shopping experiences. Among the hundreds that received the
bottle as a gift and the ones that tried it in the store, many people
actually placed orders for beer to take home, turning a unique
promotional item into a sexy and successful new product. Not to mention
creating a buzz around the store.
The label and package design caters to the (presumably male)
cartoon sensibility, wherein deceased creatures have X’s for eyes.
Hence: a dead rabbit icon whose X-shaped eyes are also echoed in the
orange stitching of the burlap “bottle wrap”. The burlap is another
This is a beer made from carrotsfor a store named “Carrots”— so that explains the rabbit. But why dead? “Dead rabbit” could be taken as a reference to girls getting pregnant—(as in “the rabbit died”)—but that seems unlikely to be the message here...
the idea just that Carrots Beer packs such a punch that our rabbit is
merely knocked out and not dead at all? That might be closer to it...
Plus, multiple Xs have implications with regard to alcoholic beverage quality and —(in the public’s cartoon imagination, at least)— with regard to alcohol potency. Think: XXX.