Taylors creates temperature-sensitive wine labels, informs public on perfect taste
Clare Valley’s Taylors Wines has developed touch-activated sensors on its packaging as part of a campaign to guide consumers to the best tasting wine.
‘Taylors Temperature Challenge’ campaign was developed by Taylors’ creative and strategy agency Mr Wolf and aims to inform wine drinkers about the flavour of the products they consume.
As part of the challenge, consumers are asked by Neil Hadley, master of wine, to pour a glass of before changing the bottle’s environment and tasting the difference in flavour.
The indicators, which are featured on the Estate and Promised Land ranges, detect the ‘perfect’ temperature, which is revealed to drinkers through a change in the sticker’s colour.
Each bottle also includes a temperature guide next to the sensor.
Cameron Crowley, chief marketing officer at Taylors said a majority of consumers weren’t previously aware of the impact temperature has on wine.
“We hope to increase wine consumers’ enjoyment of wine through this campaign by giving them the tools to experience it at the perfect temperature, every time.”
Wine-drinkers who have sensor-free wine bottles can receive a free set of sensor stickers to test them on any bottle of wine.
Tony Singleton, managing partner of Mr Wolf said so far everyone who has used the sensors found it made a difference.
“Getting people to try it out for themselves is the trick, so we decided to compare correct serving temperatures with elements that people already believe make a difference to wine – like letting it breathe or age – before challenging them to take the test for themselves,” Singleton said.
The campaign will run throughout summer across multiple channels including radio, digital and social, and will utilise large format digital outdoor displays in Sydney, Melbourne and Brisbane that will adjust messages to suited time periods.
A hashtag, #tempchallenge will also run throughout the campaign to get consumers to participate in the challenge.
Credits:
- Client: Taylors Wines
- Strategy and Creative: Mr. Wolf
- Public Relations agency: Liquid Ideas
- Packaging design: Denomination
- Label printing: Collotype
- Media: Custom Media
- Digital and website: GHO
