Independent Liquor’s NPD team gave us a brief regarding the launch of a new beer to the New Zealand market. This product was aimed at young males and was positioned as a beer that’s not fancy or soft, just a good, no-nonsense ale. “It’s beer - just without the bull.”
Independent Liquor’s objectives were to:

• Establish a brand presence for their product
• Take market share from mid-tier beers
• Create maximum impact with a small budget
• Use interactive packaging to connect with consumers in the absence of a large advertising campaign

The concept was to create an interactive label using a question and answer style format, that would offer the consumer an interactive experience with the product. This product needed to stand out in the market, and packaging was going to be the key.

Hally Labels worked with the customers NPD team throughout the process, providing technical, design and commercial assistance to create a cost-effective and creative solution. Immediately, the capabilities of the digital press platform were raised as an option to incorporate unlimited questions and answer combinations alternating around the roll. This option would provide greater variability as traditional print processes would have a limited repeat.

Digital prototypes of the three constructions were printed for presentation to the Brand Manager. This was a fast, flexible way of creating realistic prototypes in a cost-effective manner. Subsequently, the concept was finalised to become a back label that would feature a trivia question. Each question would be answered with ‘buck’ (true) or ‘bull’ (false).

Hally Labels provided technical advice as to the best position of the peel and reveal tab to avoid any application issues on the applicator line. We also recommended an ideal label size to maximise cost efficiencies whilst not impacting on the design. A trial was successful, and the label went into full production utilising our digital offset technology to create the required variability of trivia questions. 

We were successfully able to create a cost-effective and creative solution for our client. The product launch achieved actual sales of over 300% above projections. This not only exceeded our client’s expectations, but also proved that packaging is a key marketing investment.