Italian wine group Mododelvino has received a lot more than it bargained for from its digitally printed packaging. What began as a search for a more convenient and cost-effective solution for producing short packaging runs, quickly turned into many successful experiments in leveraging its wine labels with corrugated packaging for marketing promotions. And now, just a year later, digital printing has become an integral part of Mondodelvino’s marketing.
In one of its first digital campaigns, for Christmas 2017, Mondodelvino created geo-localised holiday-themed bottle labels for one of its brands. As a result, December sales of one of the wines were 18% higher than the previous December.
For an ongoing campaign, Mondodelvino offers retailers a set of six corrugated wine cases, each digitally printed with a portion of an image, that can be placed together to create a larger picture. Because retailers want to create the full image, they are buying more cases, typically doubling their usual order.
What’s more, strong customer acceptance of the new packaging for seasonal promotions and the ongoing multi-case offering enables Mondodelvino to offset the additional costs of digital printing with reductions in the marketing budgets it traditionally provides to retailers.
Enrico Gobino, Marketing Director, at Mondodelvino sums up how digitally printed packaging is changing its marketing strategy: "Typically, our promotions were centered on price reduction; but now with the use of the cartons, we can launch campaigns, increasing value while at the same time keeping market share."