Most of us marketing finks will tell you that branding is all about the backstory.
Treasury Wine Estates is using an iPhone app to have their 19 Crimes wine brand have their labels tell you their story. Each label shows a British convict who was sent to a penal colony in Australia in the eighteenth and nineteenth century. Each story is true and draws you into their world.
- John O’Reilly talks about his trip to Australia through his poetry.
- James Wilson reads from his “Voice from the Tomb”
- Jane Castings pleads for mercy from the judge who sentenced her to hard labor.
When A Label Speaks
Brands need to draw us in and engage us. Like characters in a play or movie, the more depth and dimension they have, the more we are intrigued. TWE says they had one million downloads of their app and a Facebook video seems by 19 million consumers. That’s pretty fantastic awareness for a new brand out of the gate.
Movies have prequels to help deepen our connection to the characters. We want to meet Luke Skywalker as a child or understand what happened to a character we grow to love. Novelist uses this technique to get us to care about someone who is evil, but whose backstory helps us understand the difficulty of their life.
Watch the label come to life in this video.
Let Your Wine Label Speak
An app like this might appear to be a gimmick, but when it gets you engaged with a brand, it takes a bottle of fermented grape juice and turns it into an experience. That’s branding at its best. The product (a bottle of wine) becomes a captivating story, and you want to know more.
Yes, wine is an artisan endeavor, but for most of the population, it is another beverage option on the shelf. By bringing a story to life, the brand becomes more exciting, and we become curious. 19 Crimes are one of the most talked about new wine labels in the industry this past year. It has been voted top new brand by many in the industry.
Could an app, label technology, and some imagination help bring your brand’s story to life?
How can innovation help you disrupt your category? I sell creative juice, just squeeze. Or, email me at jeffslater@themarketingsage.com or call me at 919 720 0995. You can book time to chat via my calendar.
Photo and video courtesy of Treasury Wine Estates and 19 Crimes. All rights reserved.
