ROADCHILL

Conceived for a university project brief put forth by external partner Frucor, ‘RoadChill’ sought to rejuvenate the company’s ‘V’ energy drink brand by proposing a new product concept - the RoadChill pouch - in conjunction with an extended marketing campaign.

Designed specifically for the context of the quintessential ‘Kiwi summer roadtrip’, the pouch acts as a cooling device and holder for a can of V, keeping it cold and readily accessible for a driver and passengers. A 3D-printed plastic rim is coupled with a watertight soft pouch full of refriger­ant gel. When cooled the gel retains its cold temperature for an extended period of time, allowing for prolonged and regulated consumption of the beverage while on the road.  The user experience is further augmented by in-store kiosks called ‘Refuel Stations’. These would not only dispense the beverages and pouches, but would also provide a means of ‘recharging’ RoadChill when a stop-off is made, such as at petrol stations or supermarkets nationwide. An RFID chip built into the pouch would be used in conjunction with a smartphone app to locate and activate these stations. Users would insert their RoadChill pouch to instantly cool the refrigerant gel, and earn ‘Refuel Points’ for doing so. These would be redeemed to purchase discounted V at other Refuel Stations, or to enter in competitions for prizes.

[2015, Victoria University of Wellington]