Advertising

Sabai - Wine. Just Prettier

Sabai/Red Bull

Print, Advertising, Website design

Sabai is a new drink from the makers of Red Bull. It’s a combination of gentle wine spritzer and pomegranate or hibiscus flavours.

The challenge for the advertising campaign was to create print advertising that explained what this new product was, without making it sound like an alcopop. We won the business with the key positioning ‘Wine. Just Prettier’.

It was important to develop a clean execution that would appeal to the target market of women aged 25 to 35. We then developed the brand positioning primarily through print. In 2008, the advert featured as a full-page in key women’s titles like Company, Cosmopolitan, Elle, Grazia and InStyle.

We have also recently redesigned and built the Sabai website, which draws inspiration from the product’s elaborate bottle packaging. The site animates between pages, continually reinforcing the ‘Wine. Just Prettier’ proposition. The full product offering is also illustrated through a Bank-produced 3D animated film. This animation has been played in bars, Tony & Guy salons, and on big screens at selected concerts like Girls Aloud, Kylie and Boyzone.