Total Nutrition Corporation Design & Branding WINE BOTTLE by J. Walter Thompson Manila

WINE BOTTLE

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Industry Vitamins & Diet Complements
Media Design & Branding
Market Philippines
Agency J. Walter Thompson Manila
Executive Creative Director Tay Guan Hin
Art Director Danni Lim
Photographer Bug Nieva, Raul Montifar
Released April 2012

Credits & Description

Category: Point of Sale
Advertiser: GNC LIVE WELL (TOTAL NUTRITION CORPORATION)
Product/Service: RESVITALE RESVERATROL
Agency: JWT MANILA
Executive Creative Director: Tay Guan Hin (JWT)
Creative Director/Art Director: Dave Ferrer (JWT Manila)
Creative Director/Copywriter: Joe Dy (JWT Manila)
Art Director: Danni Lim (JWT Manila)
Print Producer: Carol Pe Benito (JWT Manila)
Final Artist: Michael Gonzales (JWT Manila)
Final Artist: Joelan Pescadero (JWT Manila)
Photographer: Raul Montifar
Photographer: Bug Nieva
Client Services Director: Miriam Pangan (JWT Manila)
Media placement: Poster - GNC Branches - 21 April 2012

Describe the brief from the client
Resveratrol is a substance found in wine that is proven to help restore a person’s youth and fight aging. However, a person would have to drink hundreds of glasses of wine to experience any such benefit. ResVitale’s Resveratrol vitamin supplement provides these same benefits, in one daily dose.

Describe the challenges and key objectives
Filipinos are generally aware that there exists positive benefits from drinking wine, but Resveratrol is virtually unknown in the Philippine market. Though available at GNC, the regulars hardly even bother to look for it, much less learn more about the product by reading its label.

Describe how you arrived at the final design
Leveraging on Resveratrol’s origins, we repackaged the product in beautiful, limited edition wine bottles, complete with intricate labels describing the benefits and story behind ResVitale.

Redesigned with a touch of elegance, these fine ResVitale wine bottles, each filled with capsules of Resveratrol, stood out in stores stacked end to end with all sorts of multi-vitamins. Shoppers entering GNC are now greeted by a beautiful display of wine bottles alongside exquisite wine crates. ResVitale now presents itself as an unlikely and drawing presence inside the leading multivitamin retail chain.

Give some indication of how successful the outcome was in the market
The design attracted a lot of attention for ResVitale Resveratrol. Within minutes of installation, customers were crowding over the display, examining the wine bottles, and asking to purchase the product.