Tattoos are forever, as Norman “Sailor Jerry” Collins taught the small army of soldiers and sailors who came to him for ink in Honolulu. However, while tattoos like Jerry’s are unlikely to change, label design certainly can. And to that end, Sailor Jerry is changing up its iconic label to better honor the legacy of the man behind the label.
The new bottle and label design pays more tribute to Jerry/Collins, with iconography and imagery more directly tied to the life and times of the rum’s namesake. The new packaging began its U.S. launch in March 2018 and will continue to reach new markets throughout the year.
Jerry/Collins was a Navy veteran, one who made a name for himself tattooing soldiers and sailors in WWII-era Honolulu, creating the visual style and tone that lives on today in the rum which bears his name. The new bottle design echoes classic elements of his famous Hotel Street shop business card, with images of Hawaii and the Diamond Head volcanic turf, as well as the iconic Hula girl. The back of the bottle tells of Collins' life story, including his legacy and commitment to living life on your own terms.
Other updates to the design increase its effectiveness in marketing situations, like the new, larger Sailor Jerry script logo and its placement on a bold, black circle, making it easily visible on any store shelf, back bar or cabinet shelf.
The update is also about stewardship for Collins’ legacy, and keeping his memory fresh with consumers. "Norman Collins is an inspiration to many and had a tremendous effect on future generations," said Chin Ru Foo, Global Brand Director - Sailor Jerry Spiced Rum, adding "we ... celebrate his life, his ethos, and his passions, in everything we do. The evolution of the bottle to include classic iconography and imagery is designed to share Norman's story in a more meaningful, and personal, way with the world."
Your Breakthru Sales Consultant can tell you more about how your business will grow with Sailor Jerry, today and in the future.