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Agency Brief Jacob’s Creek Giftbox MAF/CNY 0910

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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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Presentation Transcript
slide1

Agency Brief

Jacob’s Creek Giftbox

MAF/CNY 0910

Shanghai, April 2009

slide2

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.
slide3

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.
slide13

Local Wine Gift Boxes

Dynasty

Weilong

Yiyuan

Mogao

slide14

Local Wine Gift Boxes

Tonghua

Yunnan Red Wine

slide15

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
slide16

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
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 )
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