Swift + Moore in Aldi

Swift + Moore Beverages is an independent sales, marketing and brand incubator distribution business dedicated to supporting beverage producers to build brands that are enduring.
Laava Smart Fingerprints®, Walking with Giants

The project

Swift + Moore Beverages and Laava deliver wine label innovation for Aldi Australia.

  • Swift + Moore Beverages is an independent sales, marketing and brand incubator distribution business dedicated to supporting beverage producers to build brands that are enduring.
  • Laava Smart Fingerprint tally: 24,000 in total deployed on Walking with Giants wine bottles: 12,000 Shiraz and 12,000 Cabernet Sauvignon bottles.
  • The rich brand stories of Walking with Giants and the Yea Valley wine growing region were showcased in this ground-breaking project.
  • Consumers were engaged with vibrant marketing content, including an online competition to win a case of Walking with Giants wine.

The project represented an important first engagement with Aldi for Swift + Moore Beverages – as well as for Laava, as we supported Swift + Moore as they took the lead on the project. The engagement not only showcased Swift + Moore’s product development capabilities but, through the addition of the Laava Smart Fingerprint® solution, expanded Swift + Moore’s offering capability.

The project was also Laava’s first collaboration with MCC Label, a global supplier of premium label solutions. The wine labels were printed digitally and finished with embellishments to highlight the brand name and region – a strong invitation for consumer interaction via the Laava Smart Fingerprint.

Objectives

Cameron Crowley, Managing Director of Swift + Moore Beverages, said:

“We wanted to introduce consumers to Walking with Giants and the unique and relatively undiscovered Yea valley. Aldi Australia and Swift + Moore Beverages collaborated with Laava to create a scannable interactive label with the ability to ‘Unlock the secrets of Yea.’

The story behind the wine and the region it comes from is compelling.

Helping the consumer discover the backstory to the wine while giving them options to enhance their enjoyment and the ability to share that enjoyment with others was our goal, and the Laava Smart Fingerprint was able to bring that to life.”

“We have utilised your Laava Scan tool to introduce content to our back labels, which provides the consumer with a high level of security, knowledge and engagement for our brand.

For the team at Aldi this was a new concept, and it enhanced their level of internal support for the product’s introduction. We are now at the pre-stages to launch of this brand across the Aldi store network nationally, and we firmly believe that the Laava functionality is going to help differentiate our brand on shelf and in the minds of consumers.”

Cameron Crowley, Managing Director of Swift + Moore Beverages

Results

“Simply by visiting Aldi.com.au/scan on a mobile device and scanning the distinctive Laava Smart Fingerprint on the back label, the customers were rewarded with content including detailed tasting notes, information and images of the region, recipes for pairing the wine and a competition with a chance to win a case of Walking with Giants.” (Cameron Crowley, Swift + Moore Beverages)

The project represented Laava’s first deployment of an embedded scan experience within a brand owner’s website (rather than scanning at scan.laava.id). Laava is investing further in this capability.

  • The two wine selections were available at all Aldi Australia liquor stores from 21 July to 31 August 2020.
  • Laava received valuable insights and feedback from consumers, who were highly enthusiastic.
  • The Laava-enabled competition entry generated a 27% engagement rate for those who scanned, proving the power of on-product digital consumer engagement.

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