DR. MOELLER’S by Serviceplan Munich for Schnapsbrennerei Dr. Thorsten Moeller

DR. MOELLER’S

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

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: SCHNAPSBRENNEREI DR. THORSTEN MÖLLER
Product/Service: QUINCE BRANDY
Agency: SERVICEPLAN
Date of First Appearance: Aug 10 2009 12:00AM
Entrant Company: SERVICEPLAN, Munich, GERMANY
Chief Creative Officer: Alex Schill
Creative Director: Christoph Everke
Copywriter: Cosimo Moeller
Art Director: Alexander Nagel
Account Supervisor: Anne Jordan
Graphic Design: Adrian Jäschke, Matthäus Frost, Elena Ressel
Media placement: Packaging - Germany - 10.08.2009

Describe the objective of the promotion.
Dr. Möller is a physician and producer of a highly exclusive, award-winning quince brandy. To drive home this fact and, at the same time, promote the new 2009/2010 vintage, an unusual promotional idea was needed that would stress the product’s exclusivity and, with a wink, make reference to the perhaps slightly unexpected producer and his medical background. The promotion needed to appeal to the existing customer base, strengthen their attachment to the brand and encourage them to buy the latest vintage. In addition, new customers needed to be attracted to the brand.

Describe how the promotion developed from concept to implementation
The quince liquor of the 2009/2010 production is a truly unique and exclusive drink, a precious distillate that should be poured and enjoyed with great care. To underline this fact, we developed an eye-catching packaging idea designed to emphasise this exclusivity, encourage existing customers to order the latest vintage and, at the same time, encourage consumers that did not currently buy the product to do so. And to make sure that not a drop of the precious liquor is wasted, Dr. Möller’s Quince Brandy now comes in a calibrated pipette bottle. This emphasises the product’s exclusive nature, and with a touch of humour alludes to the medical history of its manufacturer.

Describe the success of the promotion with both client and consumer including some quantifiable results
The new packaging was sent out to existing customers and prospects as a ‘promotion’, in addition to being exhibited at gourmet fairs - all with the aim of introducing the 2009/2010 vintage and encouraging consumers to order it. The response was exceptional, with the entire year’s production selling out through pre-orders, even before the official sales launch.

Explain why the method of promotion was most relevant to the product or service
In developing an unusual packaging concept and using it as a promotion, we succeeded - with a touch of humour - in highlighting the manufacturer’s special character and alluding to its medical background, while at the same time placing the spotlight on the product’s exclusivity. The effect was to make existing customers more attached to the brand whilst also attracting new ones, significantly increasing brand awareness and confirming the product's status as a luxury good.