Best practice in direct marketing.
A good sip comforts over many things. If it is also offered in a more ecologically and environmentally friendly packaging at a reasonable price, the personal feeling of crisis becomes a good selling opportunity for the ailing consumer spending.
Best Practice in Wine-Marketing: Krisenbox by Wein & Vinos, Berlin
Bag-in-box packaging for wine with its sensational environmental performance compared to the glass bottles and the good protective properties of the medium became famous over the last years.Biggest challenge for designers and marketers seemed to place the package in the premium segment. For the wine industry, this meant that the gourmet in the truest sense of the word had to be drawn off the bottle and brought to the bag. But not only gourmets like to drink in the face of crisis know the operators of the direct sellers “Wine & Vinos” from Berlin. They act out their most favorable conditions with spanish Eco-winemakers to sell it directly via Internet.
The “Crisis-Box”, a 3-liter bag-in-box solution with beer tap handle is the idea of the hour. It is on the market since 2009 and communicates exemplary in design and function. And everybody will get their benefits – producers, traders and consumers. The claim is written large letters right on the box. Wine aesthetics in muted shades or Loha-style in pastel was yesterday. The design of the box confronts the customer with all the benefits of the deal in black and red on white. The typography is simple, clear and unambiguous and its symbolism borrowed from the design of transport packages. Arrows point: Here is the bottom. Another indication of the prospects of crisis.
In the text the manufacturer recalls who in the value chain benefited economically of the simpler packaging: The winemakers, who are supported in their eco-farming and at the same time by saving bottles, corks, labels and their transport to be 40% cheaper. So for the customer it is the price of 10 € for 3 liters of strong Monastrell red wine, which itself is a bit raw and wild, but the taste matches the crisis. Testers of german newspaper TAZ noticed that it is a wine that could be sold at IKEA. At the same time it saves 85% waste and 55% of CO2 emissions during production and transport by the much lower weight. The recycling is simple: instead of composite materials, the film tube is made of water-soluble polyvinyl alcohol (PVOH), for the preparation thereof neither solvents nor plasticizers are used.
The communication is entirely without pictures and plays with the words that become more important in times of crisis: honesty, fairness and quality – and the permanence of selling ideas.
However also hints to politics are not left out because the claim “no new debt crisis” carries exactly the terms in which we also have to deal with in Europe right now.
