There’s a lot of pressure on the marketing of new products, especially if the product is a piece of brand-new tech that can be hard to understand right away. This pressure is twofold- not only is there a strong need to explain and persuade, there’s also the driving questions about whether the market wants or needs the product that can make everyone nervous about how it’s marketed. On top of everything, the price point of cutting-edge tech means you need to aggressively convince your target audience.
We were brought on for the launch of PLUM, a brand-new wine preservation system that automatically recognizes and preserves wine at the vintner’s ideal conditions, ensuring you would never need to pour a bottle down the drain again. We were given a brand brief and told to apply our expertise from the concept and scripting angle all the way through post-production, graphics, and delivery. As the video was to be the primary sales tool in explaining the product, there was a lot riding on the job.