Distell’s 4th Street Natural Sweet Rosé produced a two litre boxed wine with a fashionable twist – a handbag-style, easy-to-carry pack for their below-the-line advertising campaign which runs until the end of July .
Created by Distell, the new handbag-style wine box creative concept targets early adopters in the wine market for 4th Street’s Sweet Rosé wine.
PocketMedia® Solutions was contracted to produce two PocketMedia® applications for 4th Street, a die cut handbag Z-CARD® and a Bottle Hang UFO. All of the artwork for the launch, including the trade presenter and Bottle Hang UFO, was designed by Brett de Jager from ninety9cents, a Cape Town-based advertising agency.
The handbag shaped Z-CARD® contains information about the new handbag box sweet rosé wine and was given to traders to advise them about the details of the new product they are selling in their stores.
“We wanted to convey the innovative nature and femininity of the handbag product and therefore mirrored the design of the bag-in-box with a Z-CARD® that opens exactly the same way as a handbag does,” says Alison Bradley, Account Manager at ninety9Cents.
What better way could there be to launch a new wine, than with a Bottle Hang UFO produced for the first time by PocketMedia® Solutions in South Africa. It is aimed at consumers and has been hanging on bottles and boxes inside liquor stores detailing 4th Street’s rosé, red and white wine variants, including the handbag box.
“As we were adding so many new products at once we wanted a way to convey the new additions to the consumer without the neck tag looking cluttered,” says Bradley.
“Our ultimate goal with the Bottle Hang UFO was to inform our 4th Street consumers that we have extended our invitation to the party by adding more variants to our range,” adds Jurgens.
“We worked closely with ninety9cents to find a solution that would work on both a bottle and a box wine with a handle. The solution was the new perforated Bottle Hang UFO,” says John Davis, the Managing Director of PocketMedia® Solutions.
“The production of the Bottle Hang UFO is completely automated, which allowed us to produce the quantities that Distell was looking for in a short period of time. Our designers were on hand to easily manipulate the artwork into the UFO format, which we can do for any client,” he adds.
Distell and ninety9cents saw the potential in this innovative solution for the new product. As a result, the campaign not only captures the attention of the desired target audience, it also conveys the new additions in a fun and effective way.
Marketing is all about finding the ideal solution to ensure that a brand’s message is communicated effectively.
“Besides the Bottle Hang UFO and the handbag Z-CARD® we also produced a UFO invite. Our solutions are tailored to capture attention and form a crucial part of the marketing mix,” adds Davis. “It was great working with a funky new brand. Both agency and client clearly knew what message they wanted to get across and in what format, and it worked,” says Davis.
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