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August 16, 2021•
Cupcake Lighthearted New Product Launch Program
With the health craze, and the surge in low sugar seltzers the wine industry found themselves undermatched missing out on this key consumer. Cupcake, one of the world’s largest selling brands, wanted to develop a lighthearted wine that is lower in calories and lower in sugar yet has the same qualities of their existing wine. At first, hot air balloons and kites were considered, however, when the designer introduced clouds to the design, it became apparent that the clouds would be the focal point. The carefully engineered, wire frame structure, was the key to making these fluffy clouds stay in position. This discovery of realistic accoutrements as opposed to printed replication has caught the eye of many customers it provides a more engaging experience at a lower cost. Producing over 400 in both versions, the display reached 100% execution and contributed to the largest product launch next to the launch of Cupcake in the Wine Group’s history.
Client: The Wine Group
Brand: Cupcake Vineyards
Main Channel: Wine & Liquor
Awards/Recognition: 2021 Silver OMA Award
Main Materials: Metal, cardboard and cotton clouds
Last modified: June 24, 2022
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