In addition, the champagne marketer wanted its three packages displayed at the right height to highlight the brand while also providing the proper amount of ice for chilling each bottle size. Hennessey achieved these objectives with an ice bucket that represents a significant departure from traditional ice buckets and coolers. The Moët ice bucket bears a false bottom that enables it to properly display the splits, regular 750 mL, and magnum size bottles of champagne in ice by rotating the bottle into different slot positions in the bucket. Moët Hennessey says the packaging has expanded the brand’s distribution in restaurants, nightclubs, taverns and lounges, and that the brand’s retention rate in these outlets has been “extremely high.”
Multi Dimensional Resources (MDR) (www.mdr-pop.com), a creator and manufacturer of point-of-purchase displays and packaging, designed and produced theself-insulating ice bucket. MDR President and CEO Richard Heyderman describes the design as “one size fits fall.” The bucket is a general-purpose polystyrene (GPPS) and k-resin blend, injection-molded to provide natural insulation and prevent “sweating” on the bucket exterior, Heyderman says. The bucket is designed in Moët’s signature custom-created purple. It heightens the brand’s visual appeal and provides a “stage” for the brand’s prestige by enabling consumers to view the wellknown Moët label on the bottle.
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