Distraction. Visual interruption. That flash in the corner of your eye that makes you turn back to the source of the disruption. What was it that grabbed your attention? Answer? A successful marketer.
Catching your attention as you scan hundreds of bottles stacked five shelves high is a challenge. Many of the examples posted on this site have achieved that. It’s the first step in creating the possibility of purchase.
The Mayu Sauvignon Blanc label employs the “shiny object” tactic. The abstract artwork is literally a shiny object. It appears to be mountains of sparkling crystal accented with metallic blue foil. Very shiny and a plausible metaphor for a wine region. If only that were the inspiration.
Turn the bottle, and the back label explains: “Mayu is the ancient Inca name for the Milky Way constellation. Crystal clear skies above the Elqui Valley, Chile’s most northerly vineyards, are as perfect for growing fantastic vines as they are for starganzing.” So, it isn’t about mountains. The skies above are the brand story. The most ownable, romantic part of the narrative—the Milky Way over the Elqui Valley—has been cut out of the picture. Those art elements could have been reconfigured as a night sky to communicate the core meaning of the brand.
I’ll admit that most consumers don’t think as deeply about these issues as I do. If the shiny object gets their attention, it might be enough for them to make the purchase. The artwork is a reasonable expression of Sauvignon Blanc. Brightness and freshness are perceivable. Still, it’s a missed opportunity.
People love “Aha!” moments. That discovery of something deeper that isn’t immediately detectable. That was achievable here.
Fortunately, for those who do succumb to the shiny object, the wine rewards. It’s bright and fresh with the citrus and grassy notes you expect from this grape. And for the price, exceptional value.
There’s more to the label than the image. The branding and information panel looks like an afterthought slapped underneath the artwork. The typographical hierarchy and arrangement are terrible. There’s a strong expression of the brand name and readable product identification, but it lacks finesse. That’s the overall story of this package, unfortunately.
