Your eyes are not deceiving you. These bottles of Ballantine's are indeed flashing. And not just flashing randomly, but pulsing to the beat of the music.
Why? Well, rather than me trying to work it out, here's what Marketing Magazine
wrote about it:
"Designed by London-based packaging agency The Core, the Ballantine's Finest self-illuminating bottle, which can be powered by batteries or mains, is only available to the on-trade.
The bottle design is modelled on a graphic equaliser, the dark blue spray coated bottle appears to react to the tonal quality of audio passing through it, by lighting up intermittently to achieve back-of-bar standout.
The working bottle forms part of an on-trade campaign for Ballantine's Finest, entitled ‘Listen to Your Beat'. Rolling out across bars and nightclubs in the UK and other markets, the campaign is based on the idea that ‘by listening to your own beat and following your own instincts, you will make choices that leave an impression on others.'
Global marketing director for Ballantine's, Peter Moore, said "The ‘Listen to Your Beat' campaign will energise our on-trade accounts by engaging consumers in a creative and eye catching manner.""
I'm lost for words.
I'm a big fan of these labels. It's good to see designs that aren't just about looking nice but actually engage the mind.
I particulalry like "Puzzle Time" on the left. You can see that within the word search there are terms like "blackberry" and "toast" that presumably are part of the tasting notes that you discover as you drink it. There's something brilliantly playful about it that's a million miles away from the normal "dry, elegant and crisp" tasting notes that adorn the back of most bottles.
You can see from this blog post by Budget Vino
that the label has worked a treat. It gives a reason for people to engage with the wine label and learn more about what makes it different from its rivals. I'm intrigued to see their other labels and whatever else they are up to.
(Via Bev Law blog)