Take the brand name JuiceBurst and put an idea behind it. The clue is in the name. It's packaging as media. A series of 'outbursts' with the pack literally shouting from the shelf as the fruit 'bursts'. Artem, the special effects company behind some of the opening ceremony scenes at the Olympics, blew the fruit up for us whilst the action was filmed at high speed. We just love the idea of people interacting with the pack, seeing the fruit burst on their smart phones as they shop the fixture. I don't think anyone's done that before with a soft drink.