As part of an initiative to prevent drunk drivers from getting onto the road and at the same time, encourage people to use its own services, Uber devised a clever set of wine bottle labels.
These 'Hidden Car Crash Wine Labels' are styled like fine vintage wines with charming black and white graphics of a vinyard. However, a close look reveals that on three different bottle label styles, there's a car that has gotten into a wreck. Beneath this, the bottles suggest: "This wine's delicate fruity aftertaste is best enjoyed when sitting in the passenger's seat."
Alongside these anti-drinking and driving messages, Uber included a promo code that could be redeemed for a free ride home. During the three weeks that these unique bottles were sold in Jean-Jacques restaurants, 500 bottles were ordered and 429 codes were redeemed.
Safe Driving Wine Labels
Uber's Bottle Labels Use Imagery and Codes to Encourage Ridesharing
Trend Themes
1. Hidden Message Labels - Creating hidden messages or codes on products to promote a cause or call to action.
2. Anti-drunk Driving Campaigns - Using creative marketing tactics to prevent drunk driving.
3. Ridesharing Promotions - Incentivizing the use of ridesharing services through promotions and discounts.
Industry Implications
1. Alcohol and Beverage - Integrating anti-drunk driving campaigns into alcohol and beverage packaging.
2. Transportation - Partnering with ridesharing companies to promote safe transportation.
3. Marketing and Advertising - Developing creative marketing and advertising campaigns that promote social responsibility.