FESTIVE CORKS by Joe Public for Spier Holdings

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FESTIVE CORKS

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Industry Wine & Champagne
Media Promo & PR
Market South Africa
Agency Joe Public
Executive Creative Director Pepe Marais
Creative Director Maciek Michalski
Copywriter Clint Bechus
Designer Simone Rossum
Released October 2009

Credits & Description

Category: Best Use of Merchandising/In-Store Marketing, including Promotional Packaging
Advertiser: SPIER WINES
Product/Service: WINE
Agency: JOE PUBLIC
Date of First Appearance: Nov 1 2009 12:00AM
Entrant Company: JOE PUBLIC, Johannesburg, SOUTH AFRICA
Executive Creative Director: Pepe Marais (Joe Public)
Creative Director: Maciek Michalski (Joe Public)
Designer: Simone Rossum (Joe Public)
Copywriter: Clint Bechus (Joe Public)
Account Manager: Khuthala Gala (Joe Public)
Account Executive: Gareth Leck (Joe Public)
Media placement: Point Of Sale (Wine Bottles) - In-Store (Supermarkets And Liquor Stores Nationwide) - 1 November 2009

Describe the objective of the promotion.
To create a festive promotion for Spier that would celebrate the brand positioning of 'The Art in Wine', as well as boost sales over this period.

Describe how the promotion developed from concept to implementation
For this promotion we wanted to capture Spier's 'The Art in Wine' positioning, utilising only the in-store media. We decided to focus on the wine bottle itself, literally turning a piece of it into a work of art. Using the most commonly used wine descriptors, we created six different designs unique to individual personality traits. These designs were displayed on the necktags, along with a descriptor of each, inviting you to choose the one that spoke to you. Each design was also printed directly onto the cork itself, which could be turned into a Christmas decoration using the pin provided.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion received great feedback from both client and consumers. But, as Spier Wines has been hit particularly hard by the recession, there was unfortunately no significant increase in sales.

Explain why the method of promotion was most relevant to the product or service
Like wine, art speaks to us. It lets us discover something about ourselves. By literally turning a piece of each wine bottle into a work of art, we brought Spier's 'The Art in Wine' positioning to life in a very apt and visually appealing way.