There are several reasons why Mikasa Continental Cup Ball packaging is so successful and nearly all of them have to do with the female athletes' behinds. The purpose of this brand communications project was to advertize the great international beach volleyball event by providing promotional products wrapped in eye-catching design.
These boxes by Mara Rodriguez each contain a volleyball that's branded with the colors and the logo of Mikasa, the sponsor and maker of the sporting equipment inside. The front face of every carton is printed with the tightly framed picture of a fit woman's backside, showing skin from her waist down to the tops of her tights.
A cutaway in the cardboard removes the area that would be covered by bikini bottoms. The view of the round ball beyond Mikasa Continental Cup Ball packaging visually becomes her skimpy swimsuit, obstructed slightly by gesturing hands that signify her next move.