Does the packaging of the future match the future of wine?
Our glassmaking client, O-I undertook a scientific packaging research project in conjunction with the world-renowned Bordeaux-based Institute of Vine and Wine Sciences (ISVV) to study the impact of different forms of packaging on the preservation of wine.
Much had been written about the preservative qualities of wine in PET (a major retailer was claiming a two-year shelf life) and in bag-in-box. The study found that such claims could not be replicated and that wine deteriorated much faster in these formats than in glass.
O-I briefed 360 integrated PR to maximise exposure for the results in the UK.
We arranged a press briefing and wine tasting at The Royal Society in London and prepared extensive media information which we distributed under embargo to wine writers and national newsdesks. We also liaised with journalists who queried the methodology behind the study, which was supported by independent experts from the ISVV.
The study achieved headlines in the Daily Mail, Daily Telegraph and the Wall Street Journal along with all the main drinks and packaging trade titles with a print reach of over 2 million. The story, was undoubtedly controversial and provoked much debate at the subsequent London Wine Fair. Sometimes generating heat can also generate light and our campaign had the desired effect which was to help rein in outrageous claims from material suppliers of all descriptions.