Advertiser: RADICO KHAITAN
Product/Service: MORPHEUS BRANDY
Agency: M&C SAATCHI
Date of First Appearance: May 20 2009 12:00AM
Entrant Company: M&C SAATCHI , Gurgaon, INDIA
Executive Creative Director: Naren Kaimal (M&C Saatchi)
Executive Creative Director: Amardeep Singh (M&C Saatchi)
Media placement: Brandy Bottle - Liquor retail outlets in South India - May 20th, 2009 onwards
Describe the challenges and key objectives
Since liquor cannot be openly advertised in India, the bottle had to be distinctive, attract attention and generate word-of-mouth publicity with its shape and design. We were also limited by the necessity to have a pilfer-proof 'guala' cap that requires a minimum thickness for the bottle's neck, which prevented us from making the stem of the inverted-brandy-goblet thinner.
Describe the brief from the client
Brandy drinkers in India were found to be switching to whisky after a few years, since there were no premium brandy options available for upgrading customers. Since India doesn't have any specialists in bottle design, we were asked to create ideas for a bottle, and the packaging, for the launch of India's most premium brandy - Morpheus.
Describe how you arrived at the final design
It was a brutally simple idea. Brandy is one of the few spirits that has a distinct goblet associated with its consumption. Turning it upside down gave us not only a unique bottle shape (with the help of a wide-brimmed cap), but also a marketing tool to generate word-of-mouth about the new brandy.
Give some indication of how successful the outcome was in the market
In spite of being a new brand at a substantially higher price point than others, Morpheus has been very well-received by consumers and retailers. In just a few months after its launch, with almost no mass media advertising support, it has found placement in more than 75% of its relevant universe of A-class retail outlets. Of those, over 90% have generated repeat orders for Morpheus. There has been a great response from consumers too, and it looks like Morpheus may have created a new segment in the market as new brands are now being launched at comparable prices.
The Design & Branding titled INVERTED-GOBLET BOTTLE was done by M&C Saatchi New Delhi advertising agency for product: MORPHEUS BRANDY (brand: Morpheus) in India. It was released in the May 2009.