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Agency Brief Jacob’s Creek Giftbox MAF/CNY 0910. Shanghai, April 2009. Feedback on 08/09 CNY Gift Boxes. Central Region 6 bottle gift box – consumers could mix and match SKUs Both positive and negative feedback was received on the design and quality. Among the feedback was:-
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Agency Brief Jacob’s Creek Giftbox MAF/CNY 0910 Shanghai, April 2009
Feedback on 08/09 CNY Gift Boxes • Central Region • 6 bottle gift box – consumers could mix and match SKUs • Both positive and negative feedback was received on the design and quality. • Among the feedback was:- • 6 bottle packaging was too heavy and the handle was too rough, making it difficult to carry. • Design did not reflect the premium quality of JC • The gift boxes were popular in Wenzhou but not Shanghai.
Feedback on 08/09 CNY Gift Boxes • North region • 1 bottle gift box • Positive feedback on design & quality. • Simple yet elegant • Easy to open & carry • Promotion was successful with +104% for CNY sales 2009 vs 2008.
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Brief for Jacob’s Creek MAF/CNY GB • Objective: • To maximize sales volume of Jacob’s Creek in off-trade channels during peak season • To gain visibility in-store during peak season • To gain more market share • Jacob’s Creek MAF / CNY giftbox • To enhance the “premium” and “trendy” image of Jacob’s Creek with • Attractive and elegant packaging design/graphics • Simple and easy to carry packaging • Premium wine accessory
Brief for Jacob’s Creek MAF/CNY GB • Jacob’s Creek MAF / CNY giftbox • 2 designs • 2 bottle pack • Gift box to incorporate “festive” feel, Jacob’s Creek brand logo • Budget 18 RMB per piece (50,900 RMB – 5,090 pcs) • 6 bottle special gift packaging • An “easy to carry” gift box that is not bulky • Print Jacob’s Creek brand logo and brand story • Budget 50 RMB per piece (55,000 RMB – 1,100 pcs)
Project Timeline • Brief to agency (June, 1) • 1st round agency presentation (June, 5) • 2nd round agency presentation (June, 8) • Design finalization ( June, 12 ) • DS Sample finalization ( At the end of Jun )