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Show Notes (generated from Deciphr.ai :)
Show Notes: People of Packaging Podcast with Sweet Gwendolin French Gin
Guests: Kevin Byer, Head of Marketing, and Larry Mcgearty, Founder and Assistant to the Head of Marketing at Sweet Gwendolyn French Gin.
Introduction:
In this episode of the People of Packaging Podcast, Adam Peek interviews Kevin Byer and Larry Mcgeerty from Sweet Gwendolyn French Gin. Kevin is the Head of Marketing at Sweet Gwendolyn, and Larry is the Founder and Assistant to the Head of Marketing.
Overview:
In this interview, Kevin and Larry discuss the story behind Sweet Gwendolyn French Gin, the inspiration behind their unique packaging, and the challenges they faced in bringing their brand to life. They also talk about the importance of brand activation and marketing in the spirits industry, as well as the process of label approval. Additionally, the conversation delves into the complexity of delivering a brand promise in today's digital age, and the importance of creating a consistent brand experience across all touchpoints.
Timestamped Chapter Summary:
* Introduction to the guests and their roles at Sweet Gwendolyn French Gin. [0:00:00]
* Kevin's background in the spirits industry and his role as Head of Marketing at Sweet Gwendolyn. [0:02:09]
* Larry's background in advertising and the creative inspiration behind Sweet Gwendolyn. [0:04:12]
* The meaning behind "Sweet Gwendolyn French Gin" and the uniqueness of gin as a spirit. [0:05:36]
* The story behind the artwork on the Sweet Gwendolyn packaging and the challenges of bringing it to life. [0:07:00]
* The ingredients and flavor profile of Sweet Gwendolyn French Gin. [0:06:42]
* The importance of brand activation and marketing in the spirits industry. [0:12:50]
* The challenges of label approval in the spirits industry and the process of getting a label approved. [0:16:58]
* The role of packaging in the spirits industry and the importance of standing out on the shelf. [0:19:20]
* The complexity of delivering a brand promise in today's digital age and creating a consistent brand experience across all touchpoints. [0:09:50]
* The future of Sweet Gwendolyn and their plans for expansion. [0:24:07]
* The Sweet Gwendolyn tasting experience and its success in creating a memorable brand experience. [0:12:50]
* The attention to detail and challenges in creating the packaging for Sweet Gwendolyn. [0:14:31]
* The collectible images on the back of the bottle and their uniqueness. [0:18:50]
* The exploration of smart packaging and the importance of not just adding bells and whistles, but making sure it aligns with the brand. [0:19:20]
* The success of the Salon of Delights audio idea in transforming the Sweet Gwendolyn brand experience. [0:21:25]
* The importance of packaging in creating an emotional connection with consumers and the challenges of navigating different regulations for different countries. [0:23:56]
* The potential for a future podcast episode on Sweet Gwendolyn French Gin. [0:24:52]
Links and Resources:
* Sweet Gwendolyn French Gin website: https://www.sweetgwendolyn.com/
* Sweet Gwendolyn French Gin Instagram: https://www.instagram.com/sweetgwendolynfrenchgin/
* Bizarre Magazine: https://www.bizarremag.com/
Quotable Phrases:
* "Working with a smaller brand is that you get to wear a lot of hats and do a lot of things." - Kevin Byer [0:02:52]
* "We wanted to create a brand that would delight and bewitch." - Larry Mcgeerty [0:05:23]
* "You can create beautiful packaging, but if the product doesn't capture the essence of what you're trying to do and is good, you've just got a beautiful package." - Larry Mcgeerty [0:19:20]
* "It's not good enough to just have a really killer label…Now it has to be consistent and follow all the way through from the digital experience to the website to Instagram." - Adam Peek [0:10:28]
* "People are almost transformed when they hold the bottle." - Kevin Byer [0:22:18]
* "It can't just be bells and whistles. I think you need to do things that make sense for what the brand is and aren't, I don't know, a trend we don't want." - Larry Mcgearty [0:19:20]
Conclusion:
In this episode of the People of Packaging Podcast, Kevin Byer and Larry Mcgearty from Sweet Gwendolyn French Gin share their insights on the importance of brand activation, marketing, and packaging in the spirits industry. They also discuss the challenges they faced in bringing their unique brand to life, the process of label approval, and the role of packaging in standing out on the shelf. Additionally, the conversation delves into the complexity of delivering a brand promise in today's digital age and creating a consistent brand experience across all touchpoints. Finally, they share their plans for expansion in the future. The episode also includes discussions on the Sweet Gwendolyn tasting experience, the attention to detail and challenges in creating the packaging, and the potential for future podcast episodes.