Uber's Bottle Labels Use Imagery and Codes to Encourage Ridesharing
Laura McQuarrie — May 17, 2016 — Autos
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.
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.
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.
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