Two Bordeaux-based wine wholesalers, Omnivins and Chateau en Bordeaux, are using wine bottle labels to promoting a new wine by bringing single wine lovers together via an online dating site.
The concept, known as Soif du Coeur (Thirsty Heart), involves buying a 3 Euro bottle of wine contains a code printed on the back label – revealed once the bottle has been emptied. Prospective daters then enter their code and details on the Soif du Coeur website, which matches them up with a potential partner and fellow wine lover.
I love marketing campaigns like this. We’ve been looking under soda caps for prizes for decades, why not looking for love under a wine bottle label? Experimenting with marketing concepts are how smash hits are made. What is your dating site doing to entice new users?
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I think it’s a very novel idea, and I’m sure it will work very well in France, and it seems like it could catch on elsewhere pretty well. I guess white wines are excluded as anyone in the store could see the back of the label.
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