Wine brand turns to crowdsourcing
A fledgling Californian wine brand has turned to crowdsourcing to create a new design for its label.
Sovio: turns to crowdsourcing
Sovio – a low-alcohol sparkling wine – is extending its line with still variants and is seeking innovative and unconventional label designs for its range.
Helen Lentze, marketing manager at TFC Wines & Spirits, said: "We felt that a competition for artists, art students and illustrators in general would be the best way to achieve this as most of them are most likely not working in the wine industry and can come up with unbiased, fresh and unconventional ideas for our product."
The competition will run until 31 August at http://sovio.co.uk/competition/index.php
The winning design may be used on Sovio's line extensions as well as on its social media platform. The initiative is aimed at art and design students as well as anyone with an interest in illustration. The winning designer will be rewarded with a one-week trip to San Francisco.
Sovio launched in the UK in April 2010 and has an alcohol content of just 5.5%.
It is produced by Napa Valley winemaking expert David Stevens and marketed as a "lighter alternative" due to its lower alcohol content and is aimed at the "easy-going option for mid-week drinking".
The brand is currently stocked in Tesco and Premier convenience stores.
Sovio's launch into the UK market was marred by a protracted battle over whether the drink could legally call itself a wine because of its low alcohol content.
The Wine Standards Board continues to insist that although it is generically 100% wine and totally undiluted by anything else, it must be described as a "wine-based drink".
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- Category Manager Pearson Competitive salary & performance related bonus & benefits, Central London
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Retail Marketing Manager - Maternity Cover Tottenham Hotspur Football Club Up to £35,000 pro-rata, Tottenham and Enfield
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...