Cannes Lions
M&C SAATCHI , Gurgaon / RADICO KHAITAN / 2010
Overview
Entries
Credits
Description
Brandy drinkers in India were found to be switching to whisky after a few years, since there were no premium brandy options available for upgrading customers. Since India doesn't have any specialists in bottle design, we were asked to create ideas for a bottle, and the packaging, for the launch of India's most premium brandy - Morpheus.
Execution
It was a brutally simple idea. Brandy is one of the few spirits that has a distinct goblet associated with its consumption. Turning it upside down gave us not only a unique bottle shape (with the help of a wide-brimmed cap), but also a marketing tool to generate word-of-mouth about the new brandy.
Outcome
In spite of being a new brand at a substantially higher price point than others, Morpheus has been very well-received by consumers and retailers. In just a few months after its launch, with almost no mass media advertising support, it has found placement in more than 75% of its relevant universe of A-class retail outlets. Of those, over 90% have generated repeat orders for Morpheus. There has been a great response from consumers too, and it looks like Morpheus may have created a new segment in the market as new brands are now being launched at comparable prices.
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