'Urine Therapy' is an unusually named wine that likens the pale coloring of white wine to urine. The concept is derived from the ancient practice of uropathy: the consumption of one's own urine for medical or cosmetic benefits. If the packaging makes you wary about the contents, Bovo further confuses things by saying: "I don't know what's in this bottle, but I can guarantee in any case the same results!"
Although this is probably no different from any other white wine, the packaging drastically changes one's perception of the product. For this packaging design, Tommaso Bovo purposefully chose an unsettling name and glass bottle to expose the yellow-colored vino.
Although off-putting, thankfully the concept by Tommaso Bovo only borrows the name and guarantees drinking a glass of this wine will bring the same therapeutic results.
Grossly Branded Vinos
'Urine Therapy' by Tommaso Bovo Makes White Wine Look Unappealing
Trend Themes
1. Disruptive Packaging Designs - Tommaso Bovo's use of an unsettling name and glass bottle drastically changes the perception of the product and opens up opportunities for other creative packaging designs.
2. Controversial Branding Strategies - The use of a controversial name like 'Urine Therapy' is a disruptive strategy that can generate buzz and attract attention from consumers.
3. Ancient Practices Revival - Bovo's inspiration from the ancient practice of uropathy highlights the trend of revived interest in traditional wellness practices.
Industry Implications
1. Wine and Beverage - Tommaso Bovo's approach to wine packaging is an opportunity for the wine and beverage industry to experiment with creative and disruptive packaging designs.
2. Cosmetic Industry - The traditional practice of uropathy poses an opportunity for the cosmetic industry to dive deeper into ancient wellness practices.
3. Marketing and Advertising - The use of controversial branding strategies such as Tommaso Bovo's 'Urine Therapy' showcases an opportunity for marketing and advertising professionals to generate creative marketing campaigns that generate buzz and attract consumer attention.