The wine brand Bodegas Vihucas wanted to connect with new audiences that more recently became of legal drinking age, and it enlisted the creative agency 'MANI Diseno estrategico' to help construct branding that would target those younger audiences.
The creative agency decided to turn the wine brand's 8 TICKETS beverage into a game, in order to make the process of drinking it more of a playful experience. The label features a subway map on it, along with instructions on how to play the game. It also allows players to "build the memory of the moment by drawing, pasting stickers or writing."
The 8 TICKETS drinking game wine label is able to accomplish its goal of addressing the preferences that Millennials tend to have when it comes to their consumption habits – favoring experience over the product itself.
Board Game-Themed Wine Labels
8 TICKETS Seeks to Target Younger Demographics With Its New Labels
Trend Themes
1. Gamification of Products - More companies will adopt gamification approach to enhance consumer experience and attract younger demographics.
2. Interactive Packaging Design - Companies can benefit from incorporating interactive elements to their product's packaging design, making the product stand out and offering a unique experience to the consumer.
3. Experience Over Product Consumption - Consumers, particularly millennials, increasingly prioritize the experience of consuming a product over the product itself, prompting brands to enhance their marketing and branding strategies with this in mind.
Industry Implications
1. Wine and Beverage Industry - By implementing innovative and interactive design labeling strategies, wine and beverage companies can expand their targeted audience while also boosting sales and brand loyalty.
2. Creative and Design Agencies - Creative agencies specializing in design and branding can offer innovative solutions that cater to younger demographics' experience-focused consumption habits.
3. Game and Entertainment Industry - Collaboration between wine and beverage companies with game and entertainment industry can bring new experiential dimensions to product consumption and expand brand awareness.