Marketing the "clothing" of a bottled product.

[bitheerani319]

Look at the rows of bottles in the store. Imported ones stand out: Martini, French cognacs, whiskey, Amaretto, etc. A small bottle of whiskey is often more flashy than a large bottle of vodka. With rare exceptions, the clothing of our bottles is distinguished by the gaudiness of the solution and the illegibility of the text (and even the name), monotony despite the seeming diversity, provincialism and bad taste. The malaysia whatsapp data are full of graphic and textual garbage, the back labels exist for no apparent reason. All this is the work of unbridled designer fantasy, not <softened by marketing wisdom> (Ogilvy). At the same time, many do not even suspect that creating clothing for their bottles is not a task for a frolicking designer, but a matter requiring great <marketing wisdom>. Claude Hopkins: <The best seller of a product should be the product itself. And not only the product itself, but also everything that surrounds it>.

Who can make <everything that surrounds> your bottle sell? Only a marketer and a copywriter. Only this team can analyze everything and develop a marketing task for the designer. And test the options.

And what are the testing criteria and who sets them? - Consumer behavior specialists who know how the bottle's clothing should work in three environments: on the shelf, in the hands of the buyer and on the table. It is in these situations that the Buyer, His Majesty the Buyer, interacts with the bottle!

It is he who must single out your bottle on the shelf from a distance of two or three meters (there is a special test for this). It is he who, having picked up the bottle, must read something meaningful and selling on it, and not helpless words about traditional/classic/modern technology, crystal clear water or something very select.

He doesn't understand such gems as <extra wort>, <initial wort gravity>, <low-alcohol bottom-fermented beer>, <refined water>. And is <unfiltered> beer good or bad? He doesn't know what to do with the instructions <serve at 8°C> - can he stick a thermometer in the bottle without leaving the tent? He is glad that he was finally explained <how to pour beer into a glass> (<Baltika>, wheat). And he doesn't expect the guys from <Baltika> to deign to explain to him what kind of beast this wheat beer is. But he is happy that <Beer is brewed for you!> - otherwise all the other brewers drink the beer they brew themselves.