French Rabbit Wines — Will it Float?

Now here's a definite contender for the 2% creativity category. An absolutely remarkable piece of marketing arrived wedged inside my newspaper this morning. At first, the printed 10 x 10 inch piece came very close to being instantly tossed into my recycle blue-box bin, until I saw these words, "Savour the wine. Save the planet." Well, I had to look.

The caption inside the brochure tells you most of what you need to know, "The Next French [R]evolution: The first fine French vintage wine in a Tetra Pak container". The packaging is really well done. Colors, layout, the whole deal is first class. They have a Merlot, Chardonnay and a Cabernet Sauvignon. The slick brochure sets out to clearly convince you of one thing—it is the environmentally correct packaging of the future. With 90% less packaging than bottled wines and a full 1 litre versus the meagre 750 mills of the bottled option, it is hands down, "One Smart Rabbit".

My only question for you smart marketers (and consumers) out there is this. Will it float?

Check the whole story out at French Rabbit.

Glenn