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Design services
News Release from: Blue Marlin Brand Design | Subject: brand design
Edited by the Marketingservicestalk Editorial
Team on 07 July 2008
Blue Marlin creates buzz for Waggle
Dance
UK brewery Wells and Young's is relaunching Waggle Dance, its honey-flavoured 5 per cent abv ale, with an iconic new look.
The redesign, by Blue Marlin Brand Design, comes as part of a push by the brewer to re-establish Wells Waggle Dance's credentials in the ale sector and to differentiate it on-shelf The new look emphasises Wells Waggle Dance's unique honey taste - its ingredients include real honey - while seeking to position it as a quirky, confident distinctive ale
This article was originally published on Marketingservicestalk on 14 Feb 2008 at 8.00am (UK)
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The new look is inspired by the 'Waggle Dance' after which the beer is named.
'Waggle Dance' is the figure of eight movement that the bee performs in order to alert its hive to a source of nectar, and is the catalyst for the honey-making process.
Blue Marlin has translated the idea of the Waggle Dance into the directional lines that make up the hive on the label.
David Jenkins at Blue Marlin said: "Waggle Dance aims to target an audience of relatively affluent male beer drinkers aged 35-50 who are looking to try something different.
"Our brief was to communicate the brand's positioning more clearly, emphasising the 'denoters' of honey, such as the bee and hive, with impact and intrigue".
Paul Smith, marketing manager for ales at Wells and Young's, said: "As well as emphasising the unique honey flavouring, Blue Marlin's design leverages the core equity of Waggle Dance's brand name.
"It also re-establishes our positioning as a light, quirky, refreshing ale".
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