Integrating product and communication

At Advance we believe in the full integration between the communication and the product (experience. The more built-in and seamless this connection can be the better.  This week-end I had an experience that was a seamless experience and a quite surprising one as well.

I was invited to taste a new wine from down under (they make great wine - try a McLaren Vale). This wine wasn't an ordinary wine. On the bottle they introduced the Molly Dooker Shake - a session you should perform before drinking the wine. To do the Shaker you need to scan a QR code to see a Molly Dooker Shake video. So far just a gimmic.

Introducing the Molly Dooker Shake on the bottle

http://www.mollydookerwines.com.au/web/mollydooker_shake.cfm

But when I saw the video (try link above) I realized that the Molly Dooker Shake was part of the wine makers philosophy and actually was a very entertaining way of preparing the wine for drinking. Here is how they put it:

What Does the Mollydooker Shake do? The Shake releases the nitrogen gas which is in the wine. We use nitrogen to protect our wines from oxygen so that we can reduce the amount of sulphites, because some people are allergic to sulphites. When the wines are young, the nitrogen tends to flatten the fruit flavour of the wine (nitrogen effect). Shaking the wine releases the nitrogen (you can hear it hissing if you hold the bottle to your ear after doing the Shake) and the full flavour profile is restored.

Jan doing the Molly Dooker Shake

The result was amazing and we all (the wine tasting party) agreed that the wine tasted excellent and much better than drinking with-out the Shake. Suddenly it's much more than a gimmic and trust me I will remember this wine for ever (and Peter Haahr, I know to you this will still be a gimmick!)