Rethink hopes its latest self promo piece will have beverage companies sitting down over a glass of wine and chatting about packaging.
The Vancouver-based ad agency has produced its own red vino, sourced an unconventional-looking half-gallon bottle that looks more like a jug, and come up with a half dozen different label designs for the product.
The labels each show a different table–from ping pong to picnic–with copy that makes a pitch for business. The idea is to give potential clients a taste of the agency’s personality, philosophy and sense of humour, said Jeff Harrison, Rethink’s creative director and designer.
For example, the ping pong label said, “At Rethink, we believe great package design is like a ping-pong table: it should inspire intense competition and heated dialogue… We’d love to sit down with you at our table.”
“The wine is a self-promo piece we dreamed up to try and win more packaging assignments,” said Harrison. “If you went in with just a regular bottle, it wouldn’t look like the Rethink personality. It’s not trying too hard. It’s the Rethink style.”
More than a decade ago, Rethink launched the similarly “rethunk” Rethink Beer, and Harrison said designers are currently working on a line of sodas to launch in September.
“We’ve always wanted to get into food and beverage packaging,” said Harrison, adding that the agency plans to send out 100 bottles of wine to wineries in the Okanagan and Niagara areas.
