Leo Burnett Design & Branding MAYHEM WINE BOTTLE by Leo Burnett Chicago

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Leo Burnett Chicago
Executive Creative Director Jeanie Caggiano, Charley Wickman
Released December 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: ALLSTATE
Product/Service: INSURANCE
Chief Creative Officer: Susan Credle (Leo Burnett Chicago)
Executive Creative Director: Jeanie Caggiano (Leo Burnett Chicago)
Executive Creative Director: Charley Wickman (Leo Burnett Chicago)
Design Director: Alisa Wolfson (Leo Burnett Chicago)
Design Director: Brian Loehr (Leo Burnett Chicago)
Creative Director/Copywriter: Britt Nolan (Leo Burnett Chicago)
Creative Director/Art Director: Mikal Pittman (Leo Burnett Chicago)
Content Architect: Veronica Puc (Leo Burnett Chicago)
Media placement: Wine Bottle - Given To Business Parters By Allstate's Chief Marketing Officer - 1 Oct 2011

Describe the brief from the client
Create packaging for a private label wine that Allstate Insurance executives could use as a relationship builder with business partners.

Describe the challenges and key objectives
The bottle needed to be a conversation piece, while maintaining the feel of a high-quality wine.

Describe how you arrived at the final design
Over the past year, Allstate has enjoyed huge success with their popular “Mayhem” campaign. Our idea was to leverage the humorous tone of the advertising to create “Mayhem Red” – the most dangerous wine in the world. The bottle tells the story of a wine that has been to hell and back, surviving wildfires, car accidents, explosions, theft and personal injury to make it to your table.

Give some indication of how successful the outcome was in the market
Allstate's Chief Marketing Officer was so pleased with how the wine bottle turned out, that all 70 bottles produced were gifted to business partners.

Additionally, recipients were so impressed with this unique memento that they asked Allstate for information on who created it in order to inquire about having some made for themselves.