First Wine in a Box, Now Wine in a Can?

Agency promotion puts Beaujolais in paint packaging


Raise your brushes and rollers to toast Lithuania's McCann Vilnius, which recently packaged France's famed Beaujolais Nouveau in limited-edition paint cans for a fun self-promotion.

McCann says it wanted to show clients "that we are constantly reinventing ourselves and looking for a fresh perspective."

The creative concept began with a discussion about how the annually anticipated Beaujolais stains drinkers' teeth and lips purple. So the paint cans include a color chart showing how much you'll need to drink to achieve a specific hue.

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