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August 20ninth, 2011  /  A publication by 20nine

 

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A NEW DRINKING GAME: INTERACTIVE PRODUCTS THAT DRIVE BRAND PREFERENCE
 

Imagine this: you‘re in a dimly lit, smoky bar waiting to order your drink of choice. As you strategically avoid the landfill of leftover bottles, something unusual grabs your attention on the front of the discarded debris. “ED WAS HERE”. How was Ed, despite his wobbly handwriting, able to scrawl that on the front of a Bud Light bottle? Was Ed coming back? Truthfully, Ed probably wasn‘t coming back. And neither were any of the other John Hancock‘s scratched into the various labels.

 
 
 
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A NEW DRINKING GAME: INTERACTIVE PRODUCTS THAT DRIVE BRAND PREFERENCE
 

Imagine this: you‘re in a dimly lit, smoky bar waiting to order your drink of choice. As you strategically avoid the landfill of leftover bottles, something unusual grabs your attention on the front of the discarded debris. “ED WAS HERE”. How was Ed, despite his wobbly handwriting, able to scrawl that on the front of a Bud Light bottle? Was Ed coming back? Truthfully, Ed probably wasn‘t coming back. And neither were any of the other John Hancock‘s scratched into the various labels.

In the newest trends among spirits these days, labels take a leap in the interactive direction. The days of traditional bottle branding are slipping past us before our eyes; and instead, interactive product touchpoints are being introduced by brands as an edge over their spirited competition. In a market where brand preference is minimal and loyalty is sparse, these tactics could do the trick.

The first round began experimenting with the temperature conscious beer drinker. Blue mountains were implemented on the Coors Light cans that doubled as a temperature gage. Upon cracking open a Coors, a consumer can be guaranteed an ice-cold beer if the distant mountains appear blue. Not to be outdone by its competitor, Bud Light introduced its scratch space for messaging on the front of their bottles, a sort of grown-up etch a sketch for consumers. A surefire way to get bar hoppers and beer drinkers to take some spare change and leave their mark. In a world where virtually every beer is at your disposal, these brands are striving to build a strong consumer base and differentiating touchpoints. If the product didn‘t exist, the consumer could choose from the vast world of carbonated cans without thinking twice.

Holland-based distillation company Medea Vodka takes it one-step further – a built in, LED screen that displays a customizable, 255 maximum character message scrolling around the bottle, with consumers programming their name, marriage proposals, or a to/from tag. So you can drink, and talk, and read, and personalize. Who wouldn‘t want that?

Anyone, really. It‘s a niche. A driver. Competition may taste virtually the same, but if you get someone who likes to doodle when they drink, they‘re now Bud Lighters. Having a bottle of vodka spell your name out in blinking sapphire letters trumps its shelf competition because the package is just well, cool. You can have fun with it. At the end of the day (or night) you choose the brand that‘s worth remembering – mission accomplished.

 
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