New Label a Cool Trick To Attract Consumers

You would guess nearly anyone who has had access to a television set in the last two decades has seen enough commercials to know which beer tells you it’s cold enough to drink by showing you blue mountains.

Much has been written about the importance of packaging, branding, color schemes and other features that can draw a consumer to a product without actually changing the product itself. Certain colors can stoke a consumer’s appetite, for example.

Celebrating its 75th anniversary this year, CK Mondavi and Family’s team is staying ahead of the game on innovative packaging, pulling out some new tricks with a color changing label to  — you guessed it — tell us when the wine is the right temperature for drinking.

“One of the things that has made our company successful over the past 75 years is that we’re always looking for new ways to innovate and connect with our consumers, and these new labels are a great example of how we’re meeting their needs,” said Lifestyle Brands Marketing Director Pam Novak. “We’re often asked, ‘what’s the proper serving temperature for my wine?’”

A simple glance at the label will give the customer that information, due to the addition of thermochromic inks to the labels of CK Mondavi’s wines that are meant to be enjoyed chilled.

The company tested the new label with consumers and said feedback had been positive.

“Plus, we knew this would be a great way to make our wines pop in cold cases and in our fans’ home fridges,” Novak said.

How does it work? The entire surface of the front label transforms from a light cream color at room temperature to a bright, full color when chilled to approximately 55 degrees Fahrenheit. The new packaging also features a new 75th Anniversary seal on all of the winery’s core offerings, including the white wines, the Merlot and Cabernet Sauvignon.

Marketing targets for the product, which runs $6.99 for a 750mL bottle and $13.99 for a 1.5L include middle income women and families between 35-65.

“Anyone who is interested in learning more about wine and understanding how the right temperature can impact flavor will find these helpful,” Novak said. “We have various national merchandising programs to help secure in-store placements, as well as a full consumer-focused PR and social media campaign.” 

Photos courtesy of CK Mondavi and Family

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