As part of an initiative to prevent drunk drivers from getting onto the road and at the same time, encourage people to use its own services, Uber devised a clever set of wine bottle labels.
These 'Hidden Car Crash Wine Labels' are styled like fine vintage wines with charming black and white graphics of a vinyard. However, a close look reveals that on three different bottle label styles, there's a car that has gotten into a wreck. Beneath this, the bottles suggest: "This wine's delicate fruity aftertaste is best enjoyed when sitting in the passenger's seat."
Alongside these anti-drinking and driving messages, Uber included a promo code that could be redeemed for a free ride home. During the three weeks that these unique bottles were sold in Jean-Jacques restaurants, 500 bottles were ordered and 429 codes were redeemed.
What's Driving This Trend
- Hidden Message Labels
- Creating hidden messages or codes on products to promote a cause or call to action.
- Anti-drunk Driving Campaigns
- Using creative marketing tactics to prevent drunk driving.
- Ridesharing Promotions
- Incentivizing the use of ridesharing services through promotions and discounts.
Who This Affects Most
- Alcohol and Beverage
- Integrating anti-drunk driving campaigns into alcohol and beverage packaging.
- Transportation
- Partnering with ridesharing companies to promote safe transportation.
- Marketing and Advertising
- Developing creative marketing and advertising campaigns that promote social responsibility.
