Admark/Brown Brothers Custom-made Wine Pourer
Brown Brothers needed a cost effective solution to increase wine sales for a slow moving brand.
The Brief
Sales had been sluggish on Pinot Grigio and Barbera blends. Brown Brothers was looking for a clever promotion to inject new life into existing packaging and appeal to their target market of women 18-34 years. The promotion was required to add value for the target audience at a limited budget and reflect brand values of elegance and sophistication.
The Execution
The target market for this product required a sophisticated solution.
Arid Zone again put their in-house design team to task in coming up with
a suitable concept. We came up with the idea of a unique custom-made wine
pourer which was branded with the Brown Brothers logo and displayed
in elegant on-bottle packaging. This concept effectively
answered our clients brief through:
- Careful selection of a polycarbonate wine pourer designed to appeal to the target’s sense of style
- Simple and elegant packaging designed in-house by Arid Zone and perfectly
matched to the client's PMS colour
- Adding value to the existing product through the use of a complimentary promotional product
- Providing excellent value with a low per unit price point
- Sourcing 100% Australian Made materials, complimenting
our client's corporate vision
- Effective product placement designed to hang from the neck of the wine bottle
The Result
The outcome of this campaign has exceeded our client’s expectations. They were thrilled with the concept and the design. Bottles with the attached wine pourer were distributed to retail outlets in Australia and New Zealand over a four month period with exceptional results as follows:
- Sales increased by a massive 41% compared to the previous year
- The wine pourer promotion came in below budget
- The product attached readily to existing packaging
- The product reinforced existing brand values in an eye catching manner
- This campaign won a Silver APPA award for Limited Budget – Under $5 and a Bronze award for Australasian Made
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