Is It The Product? Or The Packaging?

Today, in a liquor store that shall not be named, I conversed with a wine lover (who shall also go unnamed), about the CBTA event I was at on Monday with Licor 43. An interest comment ensued from my conversee. The conversee found it interesting that Licor 43 was being marketed in Calgary as this smooth and sexy drink, when the packaging didn't match that look at all. It's an amber coloured liquid in a clear bottle.

And yet, it's interesting to look at the website and image that's been built up around the brand. The website is dark and sleek, mysterious silhouettes of women in backlit doorways, golden light shining down on the bottle. It looks like sexy marketing to me.

Is it that the conversee is used to seeing more effort put into the bottle itself, so as it sits there on the shelf with the dark glass, the art and design of the label does the speaking for the brand, calling and enticing the potential drinker to imaging what flavours and adventures lie within the realms of this sealed container?

Really, it's all in the art of marketing. We all have an image to uphold, and when we haven't the slightest idea as to what we're drinking (be truthful now, most of us haven't the foggiest idea), we listen to the brand, to the marketers. We experience a product in a certain setting and learn to associate it with specific feelings and beliefs about ourselves.

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