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© Wine Intelligence 2013

May 22nd 2013, LIWF

Decoding brands through packaging

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Branding exercise: The chocolate challenge

Complexity of many product attributes (flavours, styles, formats, brands)

Range of offer (SKU-rich categories)

Emotional as well as rational benefits

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Questions:

1. What does the packaging tell you about the chocolate?

2. What is the price order from lowest to highest?

Branding exercise: The chocolate challenge

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COPY… Font – classic vs. modern Text / descriptors – e.g. plain vs. dark Foreign language – global or authentic? Sub / copy lines BRAND… Retailer brand vs. producer brand Brand name visibility Brand name itself / meaning

COLOURS AND IMAGES… Colours Graphics Seal / Coat of arms / logo

Branding exercise: The chocolate challenge

Packaging attributes that influence quality perceptions

PACKAGING… Packaging size Packaging material – box vs. paper,

metallic, feel, detail PRODUCT INFORMATION… Content quality – e.g. % of cocoa Origin Nutritional information – suitable for

vegans… Third party endorsements e.g. fair

trade, organic Potential for secondary use Back label – tasting notes

Results from the Branding Seminar workshop @LIWF 2013

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What is a brand?

“Brands are living business assets,

brought to life across all touch

points, which, if properly managed,

create identification, differentiation and

value”

(Interbrand, 2012)

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Wine brands take many forms

‘A wine brand is a product cue or set of cues given in wine packaging or information such as

origin, grape variety, region, for which consumers search during their decision making

process to differentiate wines from each other’ (Halstead 2002)

Wine brands may appeal to specific product cues or attributes…

Varietal focus of the “I heart” range

Different aged faces reflect ages of the wines in the Matsu range

Vintage / retro appeal of the concept brand that’s taken the US by storm

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Grape variety

Source: Wine Intelligence, Vinitrac® Global Mar'11 and May ‘12, n≥1,000,

% who stated the statement to be ‘important or very important’ when choosing a bottle of wine

Grape variety

Promotional offer

Country of origin

Brand

Friend/family reco

Grape variety

Brand Brand

Friend/family

reco

Promotional

offer

Country of origin Country of origin

Promotional offer

Friend/family

reco

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2

3

4

5

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2

3

4

5

1

2

3

4

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Brand is a top choice cue for wine

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Consider cultural implications

6,500 retweets

Means “Stupid” in Cantonese

“It is rude! I wonder whether I would go f$%%&@ nuts after

I drink it”

“What a “nice” name! I would love to

try it!”

Case study: Chilean brand accidently entered China with a brand that means a strong version of “stupid” in Cantonese. The result? The brand went viral and sales increased. A lucky consequence. If this is going to happen to your brand, it’s best to be in control of it!

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Q. Which label is most attractive to…

a. ...UK wine drinkers? b. …US wine drinkers?

Stately Classic Modern

Be attractive… and memorable

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Stately Classic Modern

Be attractive… and memorable

UK consumers prefer “Stately”

labels – with 65% of UK wine drinkers finding them attractive.

However, 35% find this label

too neutral and even dull for

some

USA consumers are typically

attracted to a range of

different wine labels.

However,

overall the “Modern” label

has the broadest appeal for different age groups and for

different occasions

Source: Wine Intelligence, Label reports, UK and USA

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PRESTIGIOUS

Traditional looking labels with

strong use of gold and black

ECLECTIC

A diverse mix of

classification influencers

LIGHT-HEARTED

Bold use of colours with

eye-catching images and

use of humour

MODERN

Bright colour combined

with modern images and

limited use of text

VIBRANT CLASSIC

A dominant bright colour,

combined with classical

fonts and images

CONTEMPORARY

Stylised images with muted colour

palette and minimalist look

CLASSIC

Simple and clean labels

with dark text on

white/cream backgrounds

STATELY

Detail-oriented labels,

with use of vineyard /

Château imagery

THE 8 WINE INTELLIGENCE LABEL CATEGORIES: Each category is defined by specific design characteristics

Source: Wine Intelligence, Label reports, UK and USA

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Final thoughts…

1. How to get the consumer to notice you?

2. How to get the consumer to feel reassured or excited by you?

3. How to get the consumer to remember you?

In wine, we need to scale our brand ambitions to the following tasks:

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