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Latest News > Bottle Green

BOTTLE GREEN

CMS solve a dilemma for leading wine importer

When Bottle Green gave a presentation attended by many of the region's top advertising and marketing people, they knew they would be inundated by requests from agencies hungry for their business. So they turned the tables and outlined a real marketing problem they were having and inviting email responses within a week. Bottle Green are one of the UK's top wine importers and their ranges can be seen in most leading supermarkets and wine merchants. Their Chilean PKMT range is outstanding. Its distinctive bottle label breaks with normal practice by showing a large chilli. However, research showed some consumers associated the wine with being spicy or only for spicy food. How could they overcome this? Whoever submitted the best solution would get a case of wine. If it was an outstanding solution, it would lead to getting their business.

One person in the audience was CMS Managing Director Andrew Batty, a man who says he thrives on difficult marketing challenges. By 10am the following morning, Andrew had emailed his solution. By 11am, Bottle Green had replied to say their office was buzzing with talk of it.

Seven days had to run to give other agencies the chance to submit ideas but Liam Grant, Brand Manager at Bottle Green said the CMS solution was the outright and obvious winner. The CMS solution turned the problem into a market differential. Strong copy for the label back and neck played on the fact that the wine showed a chilli yet wasn't spicy and compared it to other foods or activities that weren't what they were called. Why was there no dog in a hot dog, or ham in a hamburger, or Wellington in a Beef Wellington, for example.

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