INTRODUCING DRIP COUTURE

INTRODUCING DRIP COUTURE™A NEW AND POWERFUL COMMUNICATIONS VEHICLEFOR THE WINE INDUSTRY

INTRODUCTION

Drip Couture™ is a new and innovative marketing device for the wine industry, developed by Hugo and Henry Ltd.

It has been designed to replace the standard wine bottle neck collar often used for branding or promotional purposes and offers brand owners and marketers a powerful means to connect with wine consumers.

THE FOLLOWING SLIDES SET THE MARKETING SCENE:

- Why Drip Couture™ is the most cost effective way to communicate with wine consumers, more so than TV, radio or press…

- How Drip Couture™ is able to create a one-on-one connection with wine consumers with no wastage...

- How Drip Couture™ is able to communicate at all points on the customer journey, from point of sale to point of consumption, and beyond, offering a higher OTS (opportunities to see) rate than any other medium…

- Why Drip Couture™ is well-suited to a multitude of messaging scenarios and can develop consumer brand loyalty or cross-sell other products.

THE OPPORTUNITY

Without an opportunity there is no need for a new product…

Let us look at the wine marketing industry and examine where there is space to be innovative and revolutionise how brand owners approach their marketing strategies.

MARKETING IN THE WINE SECTOR IS CHALLENGING

MAKING A STRONG MARKETING IMPRESSION IS BOTH HARD AND EXPENSIVE

- Media today is very diluted and people often just see it as ‘noise’…

- TV creates exposure and reaches a broad audience, (wine drinkers and non-drinkers included), however it is very expensive and therefore can really only be afforded by the biggest players…

- There is therefore a need to look for more cost-effective approaches than TV…

- Magazines are useful for reaching targeted audiences, but offer limited exposure…

- It’s hard to get noticed in the retail environment as consumers are faced with hundreds of similar looking products, all competing for attention.

CHOOSING THE RIGHT WINE CAN BE CHALLENGING FOR CONSUMERS AS WELL

FOR MOST CONSUMERS, IT’S DIFFICULT TO BUY THE RIGHT WINE

- Consumers are daunted by the prospect of buying wine and they need education…

- They want a purchase that reflects expertise (and impresses)…

- Bottle and label design are key to creating the first ‘moment of truth’…

- Consumers often seek external reassurance when faced with a gap in knowledge…

- Therefore messaging close to the point of purchase (and subsequently consumption) comes at a time when consumers are highly receptive.

DRIP COUTURE™ TACKLES THESE CHALLENGES UP FRONT

DRIP COUTURE™ MEETS MARKETERS NEEDS AND CAN HELP CONSUMERS MAKE THE RIGHT DECISION

- Drip Couture™ helps consumers identify, choose and select a wine, and can offer educational, informative or promotional information…

- Drip Couture™ is never divorced from the key moments in the sales cycle and speaks directly to wine consumers at the point of sale, when they are in most need of vital information…

- By virtue of its placement, Drip Couture™ only speaks with those interested in purchasing wine, therefore there is no cost or communication wastage in speaking to wrong audiences…

- Drip Couture’s innovative, eye-catching form and high print quality finish ensures high stand out in the retail environment.

DRIP COUTURE™ COMMUNICATES WITH MORE LONGEVITY AND CREATES MORE MESSAGING IMPACT

- Drip Couture™ doubles as a drip catcher, meaning that for the first time there is a real reason for consumers to keep it on the bottle…

- Hence, Drip Couture™ can communicate in the home, on the dinner table or in the lounge, on the purchased bottle and, conceivably, others too…

- No other medium can communicate through from the point of sale to the point of consumption with so many opportunities to see…

- Drip Couture™ has ample area for all kinds of message…

- So brand owners have the opportunity to present more ‘moment specific’ messages than can reinforce brand impact and drive loyalty, e.g. by using a QR code. This is ours and leads to our website – but it could just as easily be to a specific page carrying promotion:

BEATING THE COMPETITION

Let’s take a closer look at why Drip Couture™ really is a more cost effective solution to raise brand awareness than TV, press or radio.

TV BENEFITS- TV has greater penetration and builds coverage

more quickly than any other advertising medium…

- TV reaches very large audiences and it does so during a short period of time…

- TV has the ability to convey a message with sight, sound and motion, and can give a product or service instant validity and prominence.

DRIP COUTURE™ BENEFITS- Drip Couture™ is always seen in a relevant sales

and use context, comes with in-built long exposure and no ‘ad clutter’…

- This reduces the amount of exposures required to achieve message retention / consumer action…

- Requires no ‘station or programme loyalty’…

- No wastage: the message is only seen by actual ‘wine consumers’…

- Comes at a relatively lower cost: both in terms of media and production.

TV VS. DRIP COUTURE™

A CLOSER EXAMINATION

- Whilst the power of TV to communicate is undeniable, it’s a true ‘broadcast’ medium, so the tighter the target audience definition, the higher the media cost…

- Taking the UK as an example – but the paradigm is valid in other markets / countries as well…

- A reasonable, one off, UK national TV campaign:- Of 400 TVRs- A mixture of 30 and 10 second length commercials- Only reaches 80% of a broad-based ‘All Adults’ audience once- And a little over 40% no more than 4 times - At a cost of £800,000 to £1.2 million…

- And refining the audience, say to ABC1 Adults, a more appropriate ‘lifestyle’ audience for ‘wine consumers’, although more efficient in targeting terms, will come at a cost penalty.


- Always assuming a TV commercial or ad is seen / absorbed by the viewer / reader, every audience comes with a considerable wastage factor because research shows that no more than 54% of UK ‘adults’ are ‘regular wine drinkers’…

- Even this figure is ‘optimistic’ because, in research terms, a ‘regular wine drinker’ includes adults who consumes only one glass of wine a month…

- So any media campaign is also ‘reaching’ someone who buys and / or consumes just two bottles of wine a year (12 x 125ml glasses = 1.5 litres = 2 x 750ml standard size bottles)…

- So, not only is that campaign talking to a consumer who, by definition, may not really be in the market at the time of the campaign, but it’s also reaching people who don’t consume wine at all!


- Therefore, using TV, or other medium, to reach wine drinkers and to stimulate them to retain a brand message between seeing that message and making an actual purchase decision is intrinsically less certain, or more hit and miss, than perhaps desirable when using finite resources…

- Self-selectingly, Drip Couture™ targets only actual wine drinkers at the very moment the purchase decision is made…

- And, given Drip Couture’s piece price, that same media spend would reach at least 24 million actual wine purchasers at that most critical moment – but, in addition, can also communicate a brand message many times over through to the moment of consumption – and, indeed, beyond.

KEY TAKE OUT

- Drip Couture™ is a powerful new ‘mainstream’ marketing communications tool and stands up to critical scrutiny in this context…

- Added to an existing marketing communications programme, it can add considerable extra weight by taking a brand message and / or promotion right through to the point of sale, and beyond.

DRIP COUTURE™CORE PRODUCT PROPOSITION

See why Drip Couture™ has every angle covered. (And we mean every angle.)

DRIP COUTURE™ HAS MORE FUNCTIONALITY THAN STANDARD NECK COLLARS

Drip Couture’s patented design acts as a highly effective drip catcher

Standard neck collar: removed before use… ..but Drip CoutureTM also functions as a drip catcher

- Its design and structure means it’s easy to apply and its message won’t be lost by falling off in transit or through rough handling (as currently often happens)…

- And because it’s both a messaging device and a drip catcher there’s a real incentive for the consumer to keep it on the bottle…

- Which offers prolonged messaging exposure in the home with a captive audience…

- Drip Couture™ is a great opportunity to ‘impress’ consumers with interesting wine information, and the use of QR codes can extend this exponentially...


Drip CoutureTM reveals a third, peelable, printable surface

- Drip Couture™ can have a total of three printable surfaces:- One front- One rear surface- One underside of rear surface…

- The peelable surface is detachable, whilst the rest of the Drip Couture™ remains intact on the bottle…

- Drip Couture™ can be printed in photographic quality, even metallics.


Bordeaux Alsace

Burgundy Portuguese


Drip CoutureTM on show at Malbec World Day

- In 2011 Drip Couture™ made a debut appearance for Malbec World Day, a global event hosted by Wines of Argentina…

- The device was trailed at events and in retailers…

- All retailers fully supported the use of Drip Couture™…

- Wines of Argentina wish to adopt the use of Drip Couture™ across world markets in 2012.

“For me, it’s the first time I’ve seen an on-bottle POS tool that looks good, has a big enough surface area for my message and stays with the consumer because of its functionality in catching drips. What’s more, it’s easy for us to apply to the bottles – a real bonus.”

Andrew MaidmentEuropean Director, Wines of Argentina

DRIP COUTURE™ IS TRIED AND TESTED FOR WINE MARKETERS

DRIP COUTURE™ IS SUITABLE FOR ALL KINDS OF MARKETERS

- Wine producers and wine marketing bodiesApplied on a production line, or subsequently, provides shelf presence and a competitive advantage at the point of sale and through to the point of use…

- RetailersApplied on a production line by the producer, or by a wholesaler / distributor, or at the point of sale / on-shelf, or at the checkout, to communicate a promotion / brand message through to the point of use… ideal for promoting ‘own brands’ or partnering with other ‘own products’ (e.g. wine and cheese)…

- Brand partnershipsApplied on a production line or at source. Ideal for brands wishing to connect with wine drinkers’ ‘lifestyle’ and advertise in their homes (e.g. tourism, luxury brands, food products)…

DRIP COUTURE™ IS SUITABLE FOR ALL KINDS OF MARKETERS

- Hotels, Restaurants, Clubs, Pubs & Bars, Events OrganisersApplied at serve source / the point of sale to communicate a promotion / brand message at the point of use (can also be said to address a service need)…

- Commercial Operations / EnterprisesApplied at company source (in house or agency / suppliers) to communicate a promotion / brand message at the point of use.

DRIP COUTURE™ REALLY HAS BEEN CAREFULLY THOUGHT THROUGH

Drip CoutureTM: every angle covered

- Environmentally friendly: fully FDA approved and 100% recyclable…

- Patented and design protected – Drip Couture™ is a step change from the old wine neck collar as a promotional device…

- Marketing advantage accrues from the fact that it’s difficult to copy in a technical / production sense, together with its ‘designed in’ volume production possibilities and small energy production footprint…

- No other product combines functionality with promotional opportunities – and a huge choice of finishes – in such a cost-effective and simple manner.

A MANAGEMENT TEAM BUILT ON STRENGTH AND EXPERTISE

Long, hard-learned and relevant experience supports the business proposition.

Nathan Long, Managing DirectorBusiness knowledge gained from working as a City broker, including 6 years as an oil trader. Also, more than 10 years’ experience of entertainment management, corporate hospitality, promotional and experiential marketing. Conceived the idea of the Drip Couture™ device and formed Hugo & Henry as the vehicle to bring the idea to market.

Roddy Kane, Marketing & Sales DirectorWorked as a marketer in advertising across a broad spread of industries and markets, but particularly the food and drink sectors. Helped build the Australian wine market in the UK from 6% in 1992 to today’s 23% in the off-trade. Extensive knowledge of consumer motivation in the drinks industry and well-developed sales and marketing contacts.

FULL TIME

Simon DeanActing ‘Brand Director’, brings his London creative agency experience to bear in helping develop our brand communications from a verbal, visual and experiential perspective, ensuring we’re always easy and enjoyable to work with.

Anthony ProctorMore than 30 years’ experience in the wine & spirits market selling to the on-trade (hotels, clubs, pubs and bars) and the off-trade, particularly the ‘Big 5’ supermarkets.

Dr David Mason-ShakspeareExperienced in NPD, patent construction and defence, strategic marketing assessment and development, market research, marketing planning.

CONSULTANTS

THE 12 POINTS THAT CREATE A UNIQUE MARKETING PROPOSITION

Now you’ve been through the whole pitch you can see why the following points are valid for Drip Couture™ as a powerful and revolutionary new marketing device for the wine industry.

DRIP COUTURE™– A PROPOSITION BASED ON REAL STRENGTH

1. Drip Couture™ allows a brand owner, really for the first time, to cost-effectively take a (brand / promotional) message from the point of sale right through to the moment of consumption...

2. Drip Couture™ can do this outside the strictures of the wine label or the limitations that exist on point of sale support in-store / on-shelf...

3. Drip Couture™ achieves this through its functionality as a (highly effective) drip catcher – unlike a 'standard' neck collar, there is a real reason to leave the device on the bottle until after the bottle is consumed...

4. Drip Couture's format / design takes a neck collar device to a completely different level that can exceed the effectiveness of even mainstream media: TV, radio, press, posters, direct mail, the Internet...


5. Drip Couture™ can do this because the brand / promotional message it is always seen in context – unlike mainstream media which is usually divorced from either the moment of purchase or consumption...

6. Drip Couture™ provides the brand owner with a 'billboard' that can dominate the point of sale, adding a strong bid for sale at the moment the purchase decision is actually made...

7. Drip Couture™ can carry – even feature – a QR code giving the brand owner virtually no limits on what can be communicated to the consumer at the point of purchase...

8. Drip Couture's 'real estate' offers an opportunity for brand owners to up-sell / cross-sell, and even to work (and cost share) with other products / brands in other markets with appeal to the same consumers...


9. Drip Couture's longevity provides the means for a brand owner to engage with the consumer relevantly and on a one-on-one basis post purchase / throughout the life of the bottle with a high OTS rate...

10.Drip Couture's power and effectiveness as a brand communication can even run beyond actual product usage through subsequent re-use (after use, its FDA-approved plastic is 100% recyclable)...

11. Drip Couture's longevity is in marked contrast to any other advertising medium and its cost effectiveness in targeting / absolute lack of wastage is second to none...

12. Drip Couture™ can – and ought therefore to – be seen in the context of corporate promotion and a new and powerful communications medium beyond the narrow confines of any cost per label / bottle: by it’s very nature it targets only wine consumers with no wastage factor – no other medium can do this more efficiently or effectively...

DRIP COUTURE™ FROM HUGO & HENRY LTD.

Join the wine marketing revolution. Gain competitive advantage by including Drip Couture™ as part of your marketing strategy.

Contact:Nathan Long: [email protected] Kane: [email protected]

mailto:[email protected]




http://www.hugoandhenry.com

http://www.hugoandhenry.com

INTRODUCING DRIP COUTURE

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