Packcepts for Innovation

Preparadas, Unleash Your Wild Side

Preparadas, a playful twist on Micheladas, offers a refreshing blend of flavors, incorporating elements such as food, fruits, and spices. However, newer generations are transforming this traditional beverage into a more extravagant creation, characterized by bold, intense, and unexpected flavors, vibrant colors, and even sour candy.

In its quest to discover and celebrate unique flavors and experiences, Smirnoff sought to bring the bold, vibrant world of Preparadas to life in a way that honors and authentically represents Hispanic-American culture.

The design serves as an open invitation to embrace endless possibilities and refuse to hold back. With illustrations inspired by the whimsical imagery of alebrijes and calacas, it creates a surreal world that invites consumers to explore and unleash their wild side, elevating everyone's unique flavors and experiences.