This past Christmas, $30 could have gotten your name encrusted in Swarovski crystals on a bottle of Moët & Chandon at the Boutique Moët shop in SoHo. Now Springwise reports that Pernod Ricard is letting you order a customized label for your spirits–for free.
Pernod Ricard’s customized label program, which has actually been around for a few years, allows US residents (over 21, of course) to order personalized labels for Chivas Regal, The Glenlivet, Jacob’s Creek, Kahlua, Mumm Napa and Wild Turkey Russell’s Reserve. What’s interesting is that rather than offering custom label options as part of a larger product order for the drinks themselves, such as what myJones does, Pernod Ricard lets customers order just labels, and at no charge. An assortment of styles are available for each brand, including holiday, wedding and sailing themes, with room for up to seven lines of text. Consumers can then affix the labels over the original ones on bottles they obtained elsewhere; up to 5 labels can be ordered per e-mail address.
The idea of selling a logo—while genius—is also perverse. As customers become accustomed to free, people are growing tired of being walking billboards. Thus more companies are giving away such branded products. In this case, Pernot realizes that consumers will likely buy a bottle on which to stick said label. Even if they stick on their foreheads, that’s free advertising. The customization experience is also a way for consumers to bond with a brand and really make it their own. That is something money can’t buy.
www.yourgiftlabel.com
via Springwise
