Hunter Communications Recommended Reading from:
The Dieline . com
Link to Article:
Miller Boom Box
Full Awards Page (may be too amazing to read all at once!)
In the category of Beer, the Dieline awards for beauty and innovation in the field of packaging went to a familiar name, in an interesting locale. In Turkey, Miller beer is especially known for its sponsorship of local music events, so the designers there created a six-pack carrying case that can be combined into the image of a retro boom box.
Excerpt: "Brief: To attract attention to and to make Miller the preferred brand among other six packs in the summer when beer consumption spikes.
Solution: Miller is closely linked with music in Turkey. It has been organizing Miller Music Factory, a contest to discover fresh music talents for six years and Miller Freshtival, a music festival, for two years now. This is why we have chosen music as a theme for our six packs. We have designed two sided boxes, one side looks like a speaker and the other is the cassette player. This way when three boxes are brought together side by side, they form a boombox.
Result: People mostly bought 3 boxes instead of one to bring home a boombox."