Every
industry has its own ways to attract customers’ attention. Creating intrigue is
one of the most effective techniques. With the immense variety of merchandise,
a product must have this something that will glue our eyes to it for long
enough to buy it or at least register it.
Producers invest a lot to evoke a specific
reaction in the audience based on an image and making it unmistakeable with
other product. It may be stunning, trendy, shocking, kitsch or whatever the public
wants to call it, but if that image takes the brand to the top, the people
behind the idea deserve a round of applause, not to mention a bonus.
Many wine consumers
are still quite orthodox in terms of novelties and it often takes a lot of PR work
and time to change their mentality. For instance screw-caps which have been
proved to be an excellent solution yet still a great number of consumers associate
them with lower quality wine. Another example are customers who pick up a wine bottle
that’s ‘on offer’ section or buy the same wine over and over again to avoid
confrontation with the entire gallery.
What most
of us cannot resist is the element of surprise, mystery, especially if the association
is familiar. Bodegas Sonsierra, a winery from La Rioja in Spain had an idea to
experiment with that. Having to compete with over 1000 wineries bottling
quality wine from La Rioja alone it is critical to develop a marketing strategy
to get into the spotlight.
Perfume de Sonsierra 2007 is their answer. It is a fusion of
work of a renowned designer David Delfín and a high end wine from La Rioja’s Tempranillo.
A wine inside a vessel that provokes a different reaction, different behaviour.
It actually makes one to approach it with disbelief as a vial of perfume going
with the nose at it first. And that’s the whole point because wine is so much
about smelling, and this step is often skipped. And indeed this wine has a
great nose bearing the witness to its name. Raspberry, blackcurrant, liquorice with
some aging notes of roasted coffee, almonds and cloves. On top of that, deep
cherry in colour with volume and roundness on the palate.
The
producer went even further making a video that follows some of the trendiest perfume
advertising campaigns. It’s provoking, seductive and exciting. A package deal. According
to the producer this is their fastest selling online product and draws attention
to other wines. Mission accomplished!
An image
once impressed and remembered goes a long way and can provoke a reflex at the
moment of buying - a positive or a negative one. Bottles and labels can be
moulded into spectacular works of art. The wine had better be good though as
after all what’s really sold is inside.
Source: Sonsierra.com
To watch
the video click here.
No comments:
Post a Comment