In a retail store, product and brand differentiation is crucial. According to some studies, curved shaped objects are often perceived as more attractive than objects with sharp angles. The Havana Club promotion pack is an exclusive design that required a rigid packaging material that could also be curved, which is achieved using Arcwise® patented technology. This pack also features a jar of honey to make your own rum cocktails. The bottle is clearly visible on the shelf as the entire side is curved and open.