Wine in a can - or: when advertising doesn't make a product better
Is this what the world has been waiting for? An American winery is now selling wine in cans. The advertising campaign attempts to explain the product's purpose.
For sensory reasons, no other food is as strongly tied to one type of packaging as wine. Wine belongs in a glass bottle that ideally holds 7.5 deciliters (or 1.5 liters). Anyone who drinks wine from a tetrapack has - to use Karl Lagerfeld's words - often lost control of life. Of course, this can also happen with a glass bottle, but it doesn't have to.
Now a third variant is joining the ranks of wine packaging: The aluminum can. While the Prosecco can was still somewhat understandable for functional reasons, the wine can is likely to make most people lose interest in the pleasurable drinking experience.
On behalf of 14 Hands, the agency Copacino+Fujikado from Seattle was given the thankless task of explaining the necessity of the unnecessary product to customers. The "solution": wine can now be drunk like beer. Uncomplicated, on the side, casual. The commercials are based on famous beer campaigns. Which makes neither the message nor the product any better. Cheers!
