Product launch

Background

The agency was tasked with introducing a premium olive oil which would appeal to chefs, food buyers and foodies who knew the value of the very highest quality extra virgin olive oils.

The bottle had to be elegant yet functional and the launch needed to include limited edition and promotional items to turn both foodies and chefs into brand ambassadors.

Idea

Callegari Premium Extra Virgin Olive Oil was imported from Spain, where much traditional domestic architecture is brightened with colourful, mosaic-like tiles.

These provided the inspiration for the brand identity.

The bottle itself was designed like a golden droplet of oil. It was designed to be able to stand upright or to sit on its side as a decanter.

The box in which it was sold also included coasters using the Spanish motifs.

Because smell and taste are strongly associated with each other, a perfume bottle was designed, ideal for salads.

As a promotional item, so chefs might sign their signature dishes, pens were made and given to potential brand ambassadors.

Elegant plates were designed which, when stacked, created the Callegari logo and posters were designed for trade shows and events.

When Callegari was given its debut at the Michelin Gala Dinner in New York and San Francisco in October 2012 and distributed to some of the most respected chefs in the world, it secured the further investment needed to launch the brand in 2013. 

Results

The bottle’s design sparked a change in consumer behaviour, now bringing the product bottle to the table instead of using olive oil dispensers. Consumers were driven to Callegari for the high quality and provenance of the olive oil. 

Our Thoughts

Okay, not the usual sort of advertising idea we feature in Directory. But then Pereira O’Dell doesn’t seem to be the usual sort of advertising agency.

Bear in mind, this is the shop that won no fewer than three Grands Prix at Cannes this year for the digitally-centred campaign ‘The Beauty Inside’ for Intel+Toshiba.

So what is a digital agency doing designing bottles?

As agencies twist and turn looking for ways to make sense of our industry as it transforms itself, one model may be to go back to the future.

In the 1960’s, agencies did anything and everything their clients brands needed to differentiate themselves in crowded markets.

When Wells Rich Greene launched Braniff, they designed the uniforms of the cabin staff as well as painting the planes orange and turquoise. The ads came at the very end of the creative process.

JWT London created Mr. Kipling Cakes out of thin air. Getting to do the ads was the cherry on top.

It was only in the 80’s and 90’s that agencies abandoned this holistic approach to brand building (because it was easier and more profitable to concentrate on making TV commercials) but now it may be in their best interests to go back to it.