| Title | TWIST THE LABEL |
| Brand | MA.RI INT. |
| Product/Service | WINE COCKTAIL |
| Category |
D02. DRINKS |
|
Entrant Company
|
SCHOLZ & FRIENDS BERLIN, GERMANY
|
|
Advertising Agency
|
SCHOLZ & FRIENDS BERLIN, GERMANY
|
Credits
| Martin Pross |
Scholz/Friends |
Chief Creative Officer |
| Matthias Spaetgens |
Scholz/Friends |
Executive Creative Director |
| Björn Kernspeckt |
Scholz/Friends |
Creative Director |
| Ingmar Thies |
Scholz/Friends |
Creative Director |
| Wolfgang Warzilek |
Scholz/Friends |
Art Director/Illustrator |
| Patrick Pichler |
Scholz/Friends |
Art Director/Illustrator |
| René Gebhardt |
Scholz/Friends |
Art Director |
| Robert Hellmundt |
Scholz/Friends |
Graphic Designer |
| Thomas May |
Scholz/Friends |
Account Manager |
| Christian Goergen |
Ma.ri Int. SARL |
Marketing Director |
| Jan Klein |
Ma.ri Int. SARL |
Advertising Manager |
Brief Explanation
Mari is a very tasty wine cocktail with Riesling wine and stimulating Mate. The label design should express the drink’s stimulating effect.
The Brief
The market of trend drinks is highly competitive. To claim a territory start up brands generally need a huge media budget. Mari is aiming to be the new trend drink among young people – but without a media budget.
How the final design was conceived
Our insight: As seen in bars and clubs young people like to fiddle with the labels of their drinks. Let’s surprise them! For Mari’s launch we produced a limited edition of a special interactive label: when it is rotated, the label reveals an animated image that illustrates the drink’s stimulating effect.
Indication of how successful the outcome was in the market
The limited edition of 2.000 bottles was sold out within the first two weeks.