This post celebrates World Animal Day and Bless the Animals. Follow the links to learn more about PM’s initiative which started on October 4.
A new category: critter labels.
A leading market-research company, ACNielsen, has decided to define a wine category by its label design. A “critter label” is any label that features an animal, from a hippo to a frog to a penguin. They say 438 viable table-wine brands have been introduced in the past three years, and 18 percent— nearly one in five— feature an animal on the label. “Combined with existing critter labels,” the firm said in a summation of its research on this matter, “sales of critter-branded wine have reached more than $600 million.”
Finishing touches on billboard
Yellow Tail has recently launched one of its largest ad campaigns in the brand’s history, created by Cramer-Krasselt (New York). Featuring a tag line that reads “Tails, you win,†the ads include a variety of three-dimensional billboards and interactive print advertisements, including massive replicas of the famous 1930s Kit-Cat Clocks, glowing fireflies and temporary tattoos. The campaign also includes TV ads and event sponsorships and runs through December 2007.
Creative background: the distributor
WILLIAM J. DEUTSCH was apprehensive when he first agreed to import an unknown Australian wine called Yellow Tail into the United States in 2001. Its handsome black-and-yellow label featured what looked like a kangaroo, and he felt that animals had no place on wine labels. But he liked the wine. “So,” he said recently, “I agreed to take 25,000 cases.”
His son Peter disagreed about the animal. “That label is fabulous,” he told his dad. Read the rest of this entry »
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Maureen Adams
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