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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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5
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3
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5
1
2
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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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