Pretty pink handbag for rosé wine

7 Jul 2011

PocketMedia Solutions was contracted by Distell to produce two applications for the 4th Street Natural Sweet Rosé - a die cut handbag Z-Card and a Bottle Hang UFO. All of the artwork for the launch, including the trade presenter and Bottle Hang UFO, was designed by Brett de Jager from ninety9cents, a Cape Town-based advertising agency. The below-the-line advertising campaign runs from May to July 2011.

The new handbag-style wine box creative concept targets early adopters in the wine market and the handbag shaped card contains information about the new product for traders to advise them about the details of the new product they are selling in their stores.

"We wanted to convey the innovative nature and femininity of the handbag product and therefore mirrored the design of the bag-in-box with a card that opens exactly the same way as a handbag does," says Alison Bradley, account manager at ninety9Cents.

The handbag-style box is perfect for any occasion. It goes with every girl's outfit, and will create great buzz with all wine loving ladies. "It's the same wine friends love to share, now in an easy-to-carry and stylish box," says Ebith Jurgens, SA brand manager of 4th Street.

The Bottle Hang UFO, produced for the first time by PocketMedia Solutions in South Africa is aimed at consumers. "As we were adding so many new products at once, we wanted a way to convey the new additions to the consumer without the neck tag looking cluttered," says Bradley.

"Our ultimate goal with the Bottle Hang UFO was to inform our consumers that we have added more variants to our range," adds Jurgens.

"We worked closely with ninety9cents to find a solution that would work on both a bottle and a box wine with a handle. The solution was the new perforated Bottle Hang UFO," says John Davis, the MD of PocketMedia Solutions.

"The production of the Bottle Hang UFO is completely automated, which allowed us to produce the quantities that Distell was looking for in a short period of time. Our designers were on hand to easily manipulate the artwork into the UFO format and we produced a UFO invite.

"Our solutions are tailored to capture attention and form a crucial part of the marketing mix. It was great working with a funky new brand. Both agency and client clearly knew what message they wanted to get across and in what format, and it worked," he concludes.