April 20, 2007
tagline feedback requested
We’re having an internal discussion at Stormhoek about what the final tagline on the front label of “Couture Rose” should be. The main take-out is that we want to communicate in a fun, funky way that this rose tastes BEST with ice, expressed in as few words as possible. Here’s our shortlist:
1. Magic over ice.
2. So nice with ice.
3. Pour over ice.
4. Nice over ice.
5. Happiest over ice.
6. “Best over ice, Darling.”
7. Seriously best over ice.
8. Perfect over ice [Thanks, Brent]
9. Made specifically for ice. [I know it's boring, but it gets the point across etc.]
10. Made specifically to be poured over ice.
Anybody have any ideas? All opinions or suggestions gratefully received. Thanks.
[Note To Self:] I like Number 10, myself. But since I wrote it, I would say that etc.
[UPDATE:] I really like Vinny’s suggestion: “I would make it less tagline-y and more directional (ie, boring). It’s a pink wine so it’s already got enough “fun” inherently in it: BEST SERVED OVER ICE.”
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With ice!? Mmm… that’s nice.
Avec glaçons
Ideal with ice
Ultimate with ice
Rock the Hoek
Add ice
Ace with ice
Add ice ice baby
…. hmmm
Let see ….
ICE, ICE, BABY [for the two fans of Vanilla Ice?]
Just Right… On the Rocks
Chillin’ with ICE
“Ice Friendly”
Cube me Baby
Clink, Clink, Clink…Enjoy
Rockin’ with Ice
Built for Ice, not speed
How about:
Couture Rose… When she’s underage and won’t know the difference…
Rose’ On Ice
Pink on Ice
Ice Storm
nIce on Pink
I like #5.
Magic on ice.
- “it’s cool to cube”
- “best served iced”
- “rock it”
- “wine cubed”
- “rose cubed”
- “rose3″ (with the 3 as a superscript and the right accent on e)
- “wine3″ (as above)
- “rock’n'rose”
- “rock the rose”
- “rock the wine”
Given that it’s Couture Rose, how about:
“Over ice, it’s the fashion”?
“Add ice, for the coolest drink around.”
Pour Me!
I think Magic Over Ice is the best. Besides expressing that the stuff is good over ice (in an oblique way) it also equates the product with magic. “Magically removes her clothes!”
Anyway…
I would modify your favorite:
Best over ice (seriously!)
It’s a bit more direct, and at the same time more fun (IMHO, anyway). Other than that, I like #2.
How about..
Stormhonking with ice
Add ice 4 haute couture
I think rocks rather than ice so:
Rose on the rocks… Rock On!
or
It rocks on the rocks (but I can’t believe that hasn’t been used before)
Wine. On the Rocks!
Like 7 as well, or the suggested modified “Best over ice (seriously!)”.
Couture+Ice=Magic
i would make it less tagline-y and more directional (ie, boring). it’s a pink wine so it’s already got enough “fun” inherently in it.
BEST SERVED OVER ICE.
Cool, over ice!
Ice not included.
Cool idea! I have to admit, everything on the list feels a bit bland (except 6).
How about: “Perfect over ice.”
Ice Time !
Brent, “Perfect over ice” is really good! I like!
i was totally going to say “rocks on the rocks” but someone beat me to it
or how about. “glass. rocks. rose.”
rock the rose on the rocks.
Nice on ice.
Ice Me!
“Pink clink”
I’m a copy editor and one of the things I’ve noticed over the years is that (newspaper) readers don’t like puns, unless it is associated with a frivolous news item. It just adds to the drama, I guess, and hence is acceptable. Otherwise, most readers prefer to have it straight up and simple.
In this case, someone rightly pointed out that a pink wine is already inherently fun, so ‘Nice over ice’ is perfect in my opinion. Yeah, I know it’s a tad boring and simple, but there’s beauty in simplicity too.
Put it on the label, look at it in its entirety and you’ll know what I’m talking about!
mmm… I like those challenges! Let me give it a shot.
1. “This wine loves ice”
2. “This wine LOVES ice”
3. Ice me baby
4. At my best on ice
5. It’s the ice, stupid!
6. Ice: the best fuck ever
Number 6 was just for the fun of it.
Cheers
S.
Xara, I’m beginning to think “broing” is the way to go.
Information + Incision etc.
A mash up of the above
Clink the pink – perfect over ice (seriously!)
Will it fit on the label?!
“Best Over Iceland.”
Designed for ice
On the rocks, dahling…
How about…
Best Swilled Chilled
LOL!
How about…
Best Swilled Chilled?
LOL!
I like the “made especially for ice” sentiment. But it works better simplified:
Made for ice.
cooler wine not wine-cooler
Ice it down.
:p
Ooops , mine was a tagline – not for the bottle – the bottle message should I agree be purely informative.
made specifically for ice or pour over ice would be my favourites on that score.
Given the name is couture, Diamond over ice might go nicely – you’ll then also attract the attention of the blingtastic Swarovski crystals who will want to throw diamonds all over the bottle
Hmm, it could be like…
Couture Rose – The New Ice Age
Nice over ice
So nice with ice
these are my favs.
Here are some from me:
Here’s the ice.
Best served iced.
There’s ice and there’s nice.
Good for your ice.
Remember ice?
No ice, no dice.
Not nice without ice.
Somebody stop me, I could go on and on for miles. I hope you find my post useful in one way or another, that’s the least I can do for reading that beautiful article you wrote about creativity.
> Serve with ice (trust us)
> Serve with ice (you’ll be glad you did)
> Serve with ice (really!)
> Recommended on the rocks
> Recommended with ice (based on rigorous testing)
I tend to agree with Vinny, how about descriptive but also an
exhortstion
Couture Rose
Drink over ice
or better still
Couture Rose
Best laid over ice
I really like Vinny’s suggestion too…it is something I would notice. What are those little squares over the glasses? Ice cubes? Make them more icey looking too, not cartoonish to help get the visual message across to use ice with the wine.
Add ice for extra nice!
I’m a fan of “Best over ice…seriously” as well.
ice Friendly.
Or to keep with your other theme.
Ice Loving or Loving Ice
1. ADD ICE! … please
2. Just ice will serve her justice
3. Stormhoek + ice… you’ll just have to trust us.
“Get Iced”
“Ice brings her alive”
Ice not included.
Ice. Drink. Repeat.
On Ice. On Purpose.
Couture. Cubed.
I’d make it more of a directive:
”
means might actually do a double take and even pick up your bottle — increasing the chances that they’ll put it in their cart.
“Enjoy with Ice
The little happy face might help credibalize you with the tech crowd. Besides, I’ve never seen this done with a CPG tagline. Plus, it seems like people who don’t know what
how about:
+ ICE(superscript)3 = TASTE(superscript)2
(so reads: plus iced cubed equals taste squared)
ACCESSORIZE WITH ICE
DRAPE TASTEFULLY OVER ROCKS
or overtly understated: SERVE WITH ICE IF AT ALL POSSIBLE
I’m liking “best over ice” it’s simple and to the point
How about “ice not included”? it’s a fun way of letting you know you should pour it over ice and not an obvious pun (which I think is the problem with the others).
Best over ice.
“Accesorize With Ice”
If you’re still in two minds about a smart line or simple and straightforward, I really like H’s recommendation:
‘Accessorize with Ice’
Goes very well with the Couture angle. I think that’s by far the best recommendation yet.
i love:
Ice not included.
also:
on ice, idiot!
How about a riff on a warning lable? I started with:
but I liked it.Probably been used before but who cares?
Warning: may cause happiness. Nothing to do with ice I know
Anyway
Warning; seriously good with ice
etc
Or
Try Ice
Chic with ice
Ice Wine
Probably all too cryptic
Don’t know why I’m doing this drinking ice with wine is something only Australians do.
THE Rose best served over ice.
Couture + ice = aaaahhhh
Start a new ice age…
Ice it. No chill, no thrill.
More thrill when chilled.
Ice creams BFF.
Ice Creams Best Friend.
Best friends with Ice Cream
Haute on Ice
+1 “Made for Ice” without the visually and verbally burdensome “specifically”/”specially”/etc
+1 “Accesorize With Ice”
I’d add: “made to ice”. It’s more active than “made for ice”.
For once, you SHOULD use ice.
I like the following so far (thanks everyone!)
1. Accessorize with Ice
2. Ice. Drink. Repeat
3. Made for Ice
4. Best served over Ice
5. The New Ice Age
How about -
With ice? Nice.
cube your Couture for consumption!
how about:
AS SOUL ON ICE
The Pink Clink
Courtre Rose, best dressed with ice.
Pink the ice.
Make it pink ice.
Put ice in the pink.
Coutre Rose, the best pink for ice.
Couture Rose, wrap it in ice.
ONLY with ice.
Couture Rose: ICE olate it. bleah —end
Didn’t much care for “Chill it and kill it” – guess it doesn’t mention ice.
How ’bout these:
“Ice up. Drink down”
“Cube it and quaff it”
“Enjoy with ice and don’t call me in the morning”
“Yes, you pour it over ice”
- Cheer, Joe
“You’ll like it with ice!”
I thought ‘ice not included’ was a really good idea, if not how about:
‘Ice, made specificaly for Couture’
Still gets the point accross and is not as boring.
I like a more conversational tone:
- Best Served Over Ice. Really, we mean it.
- Best Served Over Ice. Trust us.
- Add Ice. Yes, ice.
Something along those lines.
K
style over the rocks
Comments about puns above duly noted, but I can’t help myself
‘best enjoyed icely chilled’
Ice? WTF!
(Inspired by Kathy S’s “Do something unexpected every day” post see here: http://tinyurl.com/25yonl )
Since you are trying to position it as a wine that can be consumed as a cocktail, why don’t you try “Mix it. With ice” or “Mix it, with ice”?
Great idea, by the way. I’m a wine enthusiast myself and often serve wine cocktails at my parties.
wow, these are great
All I could think of was lame slogan stuff like:
Chillin with Couture, the hottest wine on the rocks
or
Chillin with Couture: Icy Cool New Wine
which is why a career in advertising was not my calling LOL. Anyway, can’t wait to try this wine.
Tastes best over ice
going down the same road as Justin Hayward’s diamond suggestion: diamonds for you, ice for the wine
Have to disagree with the accesorise idea because ice isn’t an accessory, it’s integral to the concept.
Global Warming – Add ice while you can!
Couture Rose: “Heat Things Up over Ice”
The Reason for Ice
I don’t think I saw this one in the above comments …
“Just Ice It”
?
I think first of all you need to draw some ice cubes into the glasses on the bottle.
I found the pink tagline didn’t stand out – and I was looking for the tagline! I’d keep the pink stripe (or change it to whatever color) and then put a blue award style ribbon(or some other color)centered on the label, on the pink line. In the ribbon’s title area write the tagline…”BEST ICED”.
I only have ice for you.
For your ice only.
Wow, some really creative responses here.
I personally like number 1 the best, but I would modify slightly to “Magic on Ice”. As an alternate suggestion, “A Dream on Ice” may also work. Thanks for your interesting blog.
I like the “Made for ice” movement afoot here.
Orgasmic over ice.
Shoot, thought of another one a second later.
“Serve it with ice, dammit.” :-p
What pops into mind:
“Goes Nice On Ice”
(mildly funky, cheekily non-grammatical—“goes nice” as in “tastes good” as well as “well served”)
Hot On Ice!
(paradoxical)
“License To Chill”
(allusions of Bond & Buffet)
“Love on the Rocks”
(an imperative… not the status of romantic affairs!)
“Nicely Icely”
(just because it is so weird and is rare even on Google)
“Add to Frozen water”
(totally unique- no Google hits—but stupid!)
“Cold Me, Chill Me”
(punny version of Mel Carter, Gloria Estefan, and U2 music)
ice be’d nice.
ice, nice.
ice,that’s nice.
Just a few more:
Couture Rose – Ice’s Desire
Couture Rose – Ice Desires It
Couture Rose – Give It To Ice
Couture Rose – Ice 2.0 (Oops)
I have got things to do and you got me thinking about this. (Good marketing, Hugh)
How about an INSTRUCTION LABEL:
“Add ice. Remove Knickers.”
No? Darn!
How about a Warning Label:
“Consuming Couture Rose over ice may cause nakedness.”
In which case, I’ll take a case…
Twice as Nice over Ice
Shane
The on-the-rocks wine.
“When your life is on the rocks: Couture Rose”
Couture Rose…it likes ice
accessorize with ice
ice .. my vice
Couture .. customiced
Couture Rose … “Ice with mine, please”
“Iced, not swirled”
Ice^3 (Ice Cubed)
Ice for Perfection
Iced to Perfection
Iced for Perfection
Iced to Perfection
nIce
open, cube, pour
ice before pouring
R.O.S.E.
Rather Over Solid Elements
Got ice?
Twice as nice with ice.
Hey Hugh,
With something like this, its hard not to be cliche.
I like,
1. Iced is twice as nice.
I prefer Vinny’s rationale. But
make the line a “direction.”
SERVE OVER ICE.
Otherwise, you dilute the concept
with all the cutesiness.
Although I feel my previous
suggestion “works,” another
one might be
Ice Not Included.
Include it.
How about “Quite Nice on Ice.”
“Polar Bear Approved.”
“Icekissed.”
“Sweet Ice.”
“Just right for ice.”
Pink: The new color for ice
Couture Rose: The new color for ice
Taste cubed over Ice
In the South, we pronounce it “ass”. Feel free to run with that
i like the rocks and rose idea best , whoever posted that one
You could have the lable read:
COUTURE
ICED WINE
BY
Storkhoek
ROSE 2007
In the ads you could say that it’s the world’s first iced wine… or that it’s so good that you’ll forget all the rest.
Good luck, though!
Heather
* Why don’t you try our Rose on Ice *
a Fuzzy Icy Rose Drink.
Rosy Ice Cuded
For Best Results Serve Over Ice
Rosé me ice
Ice me, Rose
I ice Rosé
I Rosé Ice
must have ice
I love “Ice desires it.”
Our wine, your ice….so nice!
For Ice
You left out:
Ice. Wine. Perfection.
Scott, is that Couture over Ass or Stormhoek over Ass?
Coming very late to this list … one straight, and two styled, suggestions:
Serve chilled, over ice
Cool! Over Ice !
Chill it ! Use ice ..
Pink.
Blossoms with ice.
No, it’s NOT what you’re thinking…
Love on the Rocks
PERFECT AFTER RAPING CHEERLEADERS!
I vote for #7, “Seriously best over ice.”
Why not a simple illustrative image? Harpoon Brewery makes a great Hefeweizen called UFO. On the back of some of the labels are serving instructions in a series of simple thumbnails to the effect of:
1. Pour half of the bottle into a glass.
2. Swirl bottle for 10 seconds.
3. Pour the rest of the bottle into the glass.
4. Add Lemon.
5. Enjoy.
For instance, something like this (I had the tablet and PShop out anyway).
What does Couture have to do with magic? I think “exclusive” when I hear the word couture, so why not feed the tagline with the brand label?
Stormhoek Couture
Rose 2007
The Ultimate Icing Experience
Deserves Ice
etc.
Iced Wine Rose
- The Illiskillian folks may revoke my citizenship for that one.
version 2.0
Iced Wine Rose
(cubes recommended, glacier if you got it)
perfection on ice
brilliant on ice
rose: the on ice experience
Plays nice with ice.
“Ice it mate.”
This Rose “rocks” when served over ice.
fond of ice
Couture Rose – Ice Optional
for your ice only
suggesting that ” the other ” brings along the ice
how about “toxic without ice” or cooler with ice
Change your number 10 to “Made to be poured over ice”.
“Specifically” is a horrible word to put on a wine label.
Love the idea…
How about:
a) “Don’t be rude, drop in a cube.”
b) “Pleasure, cubed”
c) “Happiness, cubed”
d) “Wine, cubed”
e) “Pick ice”
f) “Chill… use ice”
g) “Ice up the night”
h) “It’s OK, catch a chill. Use ice”
add ice, warm soul.
enjoy with ice.
on-the-rocks wine.
first ice-lover wine.
couture loves ice.
for ice lovers.
ice lover.
created for ice.
finally, the wine created for ice.
with ice, for a change.
make a change, enjoy with ice.
think different. drink with ice.
sip the new. drink with ice.
with ice. your way.
introducing ice-loving wine.
ok, ok, i stop!
i also like
nice on ice (by david blanar)
ice friendly (by John Dodds)
ciao from italy (home of some good wines, too)
massimo
You wrote it in the original post:
“BEST with ice”
“Put me on ice”
“Ice Me”
“Try me with ice”
“Shaken or stirred…only with ice”
AJ
I showed this post to some VQA peeps here, they freaked.. Wine and Ice ?
drink iced.
drink iced (seriously!)
Enjoy with ice.
I would change “Happiest over ice” to “happiest with ice”.
another one is “your ice will be happy”
Ice created especially for Rose….
Ice Pink / Pink Ice.
When I was reading your post, I felt like you answered your question IN you question: … tastes BEST with ice …
My favorite way to say it is Vinny’s “BEST SERVED OVER ICE”
I think it’s important not to make people think too much to figure out your tag lines … because usually they won’t.
Couture Rose and Ice
Made for each other
BYO Ice
plays nice with ice
or
just add ice
or
strong for ice
or
to drink on ice
Anything that Couture Rosé could do to play on “nice” and “ice” would inevitably harken back to the Riunite tagline from the 1970s and 1980s.
“Riunite on ice….mmmm, that’s nice.”
(And variants thereon.)
32 degrees of fun
Fun at 32 degrees
a bit U.S. centric
so…..Fun at zero C
you could also try…Heaven at Zero C
if too religious….Happiness at Zero C
even better? Ecstasy at Zero C
yeah! that’s it!
ECSTASY AT ZERO C!
you can thank me via email…
Looks like this should have been some sort of contest. With a bottle to the winner?
I suggest:
This rose prefers ice.
how about this one:
chilled with ice!
On Rocks It Rocks!
i prefer “best over ice, darling” with an addition of etc
best over ice, (darling) etc.
stormhoeky ( :
I too thought up “Rose for rocks” but see that other people have beaten me to the punch(bowl).
Magic over ice is probably your best tagline of the lot. It’s lyrical and evocative, and leaves something to the imagination.
However, you sound like you want instructions as well as a tagline because you’re trying to educate as well as brand. In my experience of NPD never mix the two… more often than not you’ll end up with something that’s a dog’s breakfast. Reading between the lines it looks like educating on how to drink the wine to get the best experience is what’s more important so I’d just go with a simple directive statement. Made to be served with ice – or variant thereof.
In germany it would be:
ice it
The language called denglisch (misused english vocabulary and wrong german grammer)
Why not rename the wine to something that includes ice in the name, rather than just in a tagline?
The copy on the back of the bottle can talk about the rose color reminding people of the color that your cheeks turn when you are outside on a cold day. Blushing at its best!
enjoy with ice.
rosé with ice is magic.
So Hugh / Catherine – which one did you go for in the end?
“A Delight Over Ice”
?
I’m a female 20 year old, art school student from the US… I run into ‘funky’ on a daily basis… and this is what I think:
Ice me. Cause I like it cold. -Okay.. I think that is more vaguely sexual but whatever.. Yet it isn’t really talking to you like “Best over ice, Darling.” And who says Darling anyway? Nor.. is it making false promises: “Magic over ice”
*”Magic over ice” sounds like false advertisement… I will be expecting to talk to unicorns or bring back the dead. However… I would buy it if it said that.. because it’s sounds really dumb. It’s not funky to lie to someone who expects magic… and therefore.. unicorns.
*”Happiest over ice” I like this one because it’s a suggestion. It shows that this drink can made/experienced different ways.
*”Best over ice, Darling” Okay… now you’re just making it even more obvious that this is a “bitch drink”. Kind of condescending… FYI I like Vodka straight and I like it flowing. You are isolating your brand to a specific person and or situation. If you’re lonely and want to drink away your sorrow.. would you buy a bottle/product that is hitting on you/condescends?
*”Seriously, best over ice.” A bit aggressive.. I like it but it isn’t a deal breaker.
*”Nice over ice” Corny.. If you are going to use this tag I demand a picture of Ice-T.. that would make me a happy drunk.
*”Made specifically to be poured over ice.” Sure. Gets the point across. Not really a deal breaker etc.
* * * * * * * * *
A wine I bought based on a name: Marque de Sade. I didn’t like it but they got me to buy it…
I would go with a variant of the known “just add ice” phrase (“ice just add”)
Others:
“ice not included”
“add frozen water”
I love this: “On Ice. On Purpose.”
My suggestion:
Divine on ice
With a name like Couture, I think you need to avoid the boring…
Made for ice-other
What does Couture Rose represent?
“Discover a Whole New Experience in Wine Tasting”?
“What Wine Should Have Been”?
What the heck? You got to take strong side for your customers who would be strong supporter of your products dont’ ya?
Maybe you can skip the ice word altogether.
That will give it some air of mystery. Stroking the curiosity in the person staring at this new new thing on the shelve, as the bottle jumps out at him, tempting him to discover this new wine.
Once he is the first to try it, he would be the early insider. Sense the pride in him as he introduces this new wine to his drinking buddies.
(Honestly maybe you should relook at the name Couture Rose. It doesn’t add to that Total Product Experience thing…wine on ice.
A good name would probably remove the need of the tag line! When the drinker thinks of the name, the picture of the wine on ice comes on.)
Sorry if this doesn’t match the momentum picking up here.
How about:
“Ice-elate-me” (Mess with the spelling, for meaning)
And you still need ice cubes sitting inside those glasses.
I’m liking ‘Best over ice – seriously!’too. It’s a modern use of the word ’seriously’ – god bless Grey’s Anatomy!
i am with the pink clink..
clink with pink
pink that clinks: just add ice
pink clinked
Is ‘Designed for ice’ just too obvious?
1. put an asterisk next to the name at the top: couture*
2. at the bottom, put this
*serve iced
Two in the pink one in the stink.
Do you really care about this stuff?
You’re wasting your life.
Happiest over ice gets my vote.
Tailored for ice.
I love love love “Best over ice, Darling.”, though I’m not seeing it in comments from other people, which is interesting.
I think the label is already fun/funky &c, but a lot of those short “best/magic/nice over ice” ones are a bit too cute and don’t really say anything
The Darling can be interpreted in a couple ways too, which could be useful – I thought of it first as a woman to her SO, some sort of old-world class, plus a turn-things-on-their-head, and a charming _obvious-ness_ to serving with ice… After reading a few comments here the campy-fashion interpretation jumped into my head, and that was just as delightful… Either way, you have that obvious-ness – you’re not informing people that this works with ice, that should be obvious
…Curious to see what you guys end up going for in any case
-p
Pure over ICE
Purr over ICE
It’s rose. It’s served over ice. It has the word “Couture” in the name. I’d either keep it simple/let it keep its pride with the “best over ice (there’s really enough going on there isn’t there?) or pull out the cheesy stops and maybe play off the couture thing. Maybe “Tailor-made for ice.”
L.
The perfect partner for an ice cube?
Drink it on the rocks?
I like “best over ice”, seriously. Because it also implies that this is the BEST product to put on ice.
So many comments to read through. In case this one wasn’t said>
“Pink Rose(loves)ice”
(loves) can be shown as a heart too So many comments to read through. In case this one wasn’t said>
“Pink Rose(loves)ice”
(loves) can be shown as a heart too So many comments to read through. In case this one wasn’t said>
“Pink Rose(loves)ice”
(loves) can be shown as a heart too So many comments to read through. In case this one wasn’t said>
“Pink Rose(loves)ice”
(loves) can be shown as a heart too <3
Cheers,
_N
“Just Add Ice”
Too cheap to drink at room temperature.
Rose rocks
Some say the world will end in fire,
Some say in ice.
From what I’ve tasted of desire
I hold with those who favor fire.
But if it had to perish twice,
I think I know enough of hate
To say that for destruction ice
Is also great
And would suffice.
By Robert Frost
Try “Desire in Ice”
POEM by ROBERT FROST (variation on last submission)
Some say the world will end in fire,
Some say in ice.
From what I’ve tasted of desire
I hold with those who favor fire.
But if it had to perish twice,
I think I know enough of hate
To say that for destruction ice
Is also great
And would suffice.
Try “DESIRE ON ICE”
“A Delight Over Ice”
Simple and direct (and maybe even true..?).
Tres nice on ice.
Vice? Ice! Price? Nice!
I agree maybe the name should suggest that the wine is best over ice–
“Ice Couture” and if changing the name is not an option, then:
“Hot With Ice”
“Ice Dressing Please”
“Rock It Up!”
Ice loves me too!
I need you to help me find a catchy slogan for an information and communication company
thanks