DR. MOELLER’S "3-COMPONENT STIMULANT” by Serviceplan Munich for Schnapsbrennerei Dr. Thorsten Moeller

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DR. MOELLER’S "3-COMPONENT STIMULANT”

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Industry Cognac
Media Design & Branding
Market Germany
Agency Serviceplan Munich
Creative Director Christoph Everke
Art Director Alexander Nagel Serviceplan
Copywriter Cosimo Moeller
Account Supervisor Anne Jordan
Released December 2009

Credits & Description

Category: Self Promotion
Advertiser: SCHNAPSBRENNEREI DR. THORSTEN MÖLLER
Product/Service: QUINCE BRANDY
Agency: SERVICEPLAN
Date of First Appearance: Dec 14 2009 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alexander Schill
Creative Director: Christoph Everke
Copywriter: Cosimo Moeller
Art Director: Alexander Nagel
Account Supervisor: Anne Jordan
Graphic Design: Elena Ressel
Media placement: Packaging - Germany - 14.12.2009

Describe the challenges and key objectives
The brandy is developed in a multi-step process to create a fine schnapps – an uncommonly splendid drink. Consequently, this precious distillate should be enjoyed to round off a fine meal consisting of several courses. An exclusive, promotional idea needed to be developed to underline this fact, heighten the sense of attachment that existing buyers of the brand feel and encourage them to place their order for the new 2009/10 vintage.

Describe the brief from the client
Every year Dr. Möller produces an exclusive, award-winning quince brandy – the perfect way to round off any dinner. To advertise this fact, an unusual promotional idea needed to be developed that highlighted the product’s exclusivity and with a wink made reference to the slightly unexpected producer and his medical background.

Describe how you arrived at the final design
This fine quince brandy is the perfect way to round off any dinner. But since award-winning dinners are not an everyday occurrence, Dr. Möller has developed special multi-layered tablets. These 3-component tablets immerse the taster in the pleasures, one after the other, of a multi-course dinner – the main course is white truffles, dessert is crème brûlée with Tahitian vanilla, and Dr. Möller’s quince brandy finishes things off as a digestif.

Give some indication of how successful the outcome was in the market
Dr. Möller’s “3-component stimulant” was sent as a gift to exclusive customers – with the result that the number of pre-orders exceeded the limited production quantity even before the official sales launch.