Leo’s Cannes Contenders: Oh!Saft “Squeeze Bottles”
Leo Burnett Berlin capitalizes on the power of human senses with its award-winning package design for Oh!Saft. “Squeeze Bottles” features a crate of 12 orange juice bottles with vibrant, textured tops that make the containers look like fruit in a box. When held, each bottle resembles a juicer.
The physical motion of unscrewing these lids cleverly mimics the juicing process. The campaign relies on a visceral response to the familiar taste and smell of oranges, called to mind by the fruit’s recognizable color and texture featured in the packaging.
The agency reclaimed an overlooked, second-nature gesture (opening a bottle) and linked it to the pressing and squeezing action characteristic of a citrus press — which the company also sells.
With online retail and delivery capabilities, Oh!Saft brings the joy of juicing to subscribers’ doorsteps. “Squeeze Bottles” celebrates these convenient, fresh and simple services. We’ll drink to that.