A picture is worth a thousand copywriters
By Duane Bombard
Over the last couple of days, some very nice things have been written about the copy that is part of the Dundee Ales & Lagers rebranding. It’s been very gratifying…and a little embarrassing.
But here’s some insight into what we, on the Dundee team, knew. Packaging sells beer. No one is buying beer because of a story on the back of the label. Sure, it gives them something to read while they drink…all by themselves. But the cool new look of the Dundee labels and Craft Pack is what stops people in their tracks in the beverage aisle.
And that is the genius work of Paul Hill and Tim Downs, two of the finest I will ever work with.
So I’ll never admit I said this, but save your reading for the cereal box, be shallow, and just choose a Dundee for its good looks.
March 17th, 2009 at 7:21 am
That said, I found the copy on the packaging to be one of the only places that finally explained to me (in terms a non-beer expert could understand) the different flavors associated with ale, porter, etc. While I didn’t buy the beer because of it, I definitely repurchased because of it. Better yet, I’ve told at least 2-3 friends about it, specifically because of that copy. Kudos!!
March 17th, 2009 at 1:16 pm
I only half agree. When venturing outside of the norm (in the case of beer that would be Bud, Miller, Corona, ect.), the LOOK will pull people in. But it’s what the [package] [bottle] [poster] SAYS that usually hooks people & solidifies their decision to purchase. Don’t sell yourself short. No pun intended
March 17th, 2009 at 2:43 pm
Sure, great design and copy, but it was the punctuation that finally persuaded me to buy that six.