Today more than ever launching a new product is a real challenge, but it is also an opportunity to orchestrate all the potential attraction of the initiative under an almost implacable criterion of effectiveness.
We had a very pleasant and easy to drink product, slightly sparkling, produced with Verdejo, one of the most successful varietals in recent times. It was positioned in a price range which was attractive, but which also meant it was crowded with alternatives.
As well as making it stand out on the wine shelves, it was necessary to communicate the nature of a fairly uncommon product - a partially fermented must of Verdejo grapes, which provides a characteristic sparkle and just 5.5% alcohol content. In this regard we recommended being very explicit when proposing the naming for the product: “Verdejo Frizz 5.5º”, where “Frizz” refers to a name for this type of production, the Italian “frizzante”. In the face of other possible options, we recommended the use of a sparkling wine stopper to help understand the product.
We addressed the goal of impacting and attracting based on designing an image that was not gratuitous but which would reflect the product organoleptically - very fresh, smooth and light, naturally sweet but with a pleasant acidity - floral and fruity on the palate. The challenge materialised in the creation of screen printed illustrations of flowers floating over a stylised green bottle.
Thanks to its attractive and distinctive look, and with an image totally faithful to what the product offers, Verdejo Frizz has multiplied the forecast sales on its entry into the market.