The Treasury Wine Estates-owned 19 Crimes wine is showcasing a new spooky branding just in time for Halloween to offer consumers with a delightful experience when picking up their favorite bottle.
The brand is introducing glow-in-the-dark labels for its 19 Crimes Red and 19 Crimes Uprising products, which will replace the usual convicts on the bottles with glowing skeletons. The labels only need to be exposed to natural light during the daytime to deliver an eerie glow after dark that's perfect for serving at Halloween parties.
19 Crimes wine is also partnering with BarberBarber in the UK to offer the Cut and Cork experience during London and Leeds for consumers to enjoy during the Halloween weekend. This will include helping achieve the perfect Halloween look, while sipping some wine.
Key Themes Behind This Trend
- Glow-in-the-dark Labels
- The trend of switching up traditional branding with glow-in-the-dark labels for products such as wine is an opportunity for other companies to add a unique experience to their own products.
- Holiday-inspired Branding
- Trend towards temporary holiday-inspired branding on products that offer consumers a fun and unique experience for special occasions.
- Pop-up Experiences
- The growing trend of partnering with businesses to create pop-up experiences allows companies to provide customers with an immersive brand experience that goes beyond the product itself.
Where This Applies
- Wine
- Wine companies can capitalize on the trend of unique and fun packaging features, such as glow-in-the-dark labels, to stand out in a crowded market.
- Cosmetics
- Cosmetic companies can use the trend of temporary and festive packaging to capture consumers’ attention and encourage them to purchase their products during special occasions such as holidays or events.
- Retail
- Retail companies can use pop-up experiences like 19 Crimes’ partnership with BarberBarber to create interactive brand experiences that drive traffic and sales in their stores.
