In Praise Of Packaging

From The Olympian:

In the super-competitive business of selling wine, animals give new brands an edge. When a beast is on the label, Americans buy a new wine twice as often as the competition, according to the marketing information company ACNielsen.
A kangaroo — actually, a yellow-footed rock wallaby — helped get the trend going. Introduced five years ago, Australia’s Yellow Tail “was a spectacular success,” said Danny Brager, vice president of ACNielsen’s alcohol beverage team.
“And I think it taught the industry a lesson: You don’t need to get bogged down into the details of wine pretension or snootiness to be a success, if you have the right product,” Brager said.
Humble is the name of today’s wine game. In addition to using colorful, funky labels, some of the hottest-selling wines have swapped their corks for screwcaps or are being sold in boxes.
Annual sales of wines with animal labels or names reached more than $600 million last year, ACNielsen said, while overall sales were nearly $4.07 billion. ACNielsen records its sales data from supermarket point-of-sale purchases.

[via Adfreak]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.