Case study: Winning with Namaqua Wines


Namaqua Wines has been making magic since 1947 and, like good wine, the winery has improved with age to become one of South Africa’s largest wineries.
Late last year, Namaqua Wines ran a regional campaign in Gauteng offering consumers the chance to win an array of prizes ranging from sports tickets and music downloads to a variety of food and shopping vouchers. Customers who purchased a five-litre Namaqua Natural Sweet Rosé at selected Pick n Pay and Shoprite stores qualified for entry into the competition. Now currently running, the same competition affords Capetonians the opportunity to win when they purchase either a five-litre Namaqua Johannisberger or Natural Sweet Rosé.

It made strategic sense for Namaqua Wines to advertise the competition at point of sale and an on-pack communication device provided the ideal solution.

The winery selected Pyrotec PackMedia to produce a promotional label to carry the necessary competition details and a unique entry code on the available packaging space. The ideal solution for Namaqua Wines was a Fix-a-Form® perforated multi-layered Promotional Label that adheres securely onto its five-litre wine boxes.

This label ensures consumers can access the unique entry number concealed beneath the perforated section of the label. Additionally, this section can also be resealed without damaging the label artwork in any way.

“Namaqua Wines is very pleased with the Fix-a-Form® Promotional Label that not only meets business objectives and captivates the attention of shoppers in store but also provides consumers with a visually appealing label with clear, easy-to-access information about how to enter the competition,” says Denim le Roux, Pyrotec PackMedia’s Sales Consultant.

For a quality finish, Namaqua Wines rented an ALTech ALStep S label applicator from Pyrotec’s machinery division, Pyrotec PackMark, to quickly and easily apply the labels to the five-litre wine boxes.

As Namaqua Wines has experienced, when used skilfully, on-pack promotions can yield phenomenal results for brands. They do what most mediums of communication cannot – they drive purchases in store.

Pyrotec PackMedia offers a complete concept-to-application service of cost-effective, practical and innovative packaging solutions that enhance the visual and sales appeal of goods in the retail environment. With the array of multi-dimensional label options available from Pyrotec PackMedia, marketers can vastly increase the effectiveness of their on-pack communication.

“We are proud of this campaign and to have met Namaqua Wine’s specification and expectations with our Fix-a-Form® Promotional Label,” Le Roux concludes.