Paskoline (The Loan Bitter)

Not Perfect Vilnius

Just in 72 hours after sentencing the former minister of transportation and communications of Lithuanian Republic Eligijus Masiulis in bribing case we created, designed, produced, and got into stores a special drink Paskoline (Loan Bitter in English). As alcohol advertising is banned in Lithuania packaging design had to do all the job – excite the nation, tell the story and sell the product which it did in the very first day. The former Transportation and Communications Minister of Lithuania, Eligijus Masiulis was caught red-handed for taking a bribe 90 thousand euros from an influential business conglomerate in 2016. The money was found hidden in a vodka box but Masiulis claimed it was a loan by coming up with a handwritten contract. The court case became a test of the rule of law in Lithuania as powerful business conglomerate could not only buy political influence but win the case in the court of the Lower court. The nation was furious, and justice eventually prevailed on 22 October 2023 at the Higher court. To celebrate, we created, designed, produced, and got into the stores a special commemorative drink we called “Paskoline” (Loan Bitter in English). All in 72 hours. The nation was excited, and “Paskoline” (Loan Bitter in English) was everywhere – in the news and social network. The design and the story went viral. All bottles sold out on the very first day and rumor has it that the General Prosecutors’ office bought a few boxes to commemorate the victory. The art direction brings to life the coruption story. The first thing you notice is the prison’s cell window bars on the box and botle . The box is big enough to accommodate 90 thousand euros and comes with a loan agreement in case the police showes up. The art direction is minimalistic for the story to come to the fore. The black materials and quality finish set the tone. The product name „Paskoline“ (Loan Bitter in english) which is a key to the idea is front and central and every element works in unison to tell the story. Design works as a creative marketing tool in a country where advertising is banned. It created buzz, went viral on social media and sold „Paskoline“ on the day of the launch.