With the holiday season upon us, I'd better stock up on wines, both to entertain guests, and for host gifts.
Here's a good case study example:
Blossom Hill wine was redesigned by BR&Me marketing to cut through the clutter of the competition. Non-descript, and certainly not memorable, their old design needed a face lift. They wanted to communicate that these wines were "deliciously fruity and easy to drink on any occasion." They wanted people to associate their brand with "outdoor living and a sunny disposition". They certainly weren't successfully promoting an informal and relaxed message with that labeling.
I'm amazed by all the work that goes into packaging a product, that we might give less than a few seconds of attention to, as we are browsing for just the right item to jump off the shelf at us. You've got to hand it to marketers for working hard to catch our attention, even if we don't realize it.