One New World liquor manager went the distance with Villa Maria’s new range of wine, Wise Owl, and tattooed the logo on her arm.
Fiona Heather, liquor manager of New World Stratford, added it to her existing five tattoos because it “was a pretty funky owl”.
“I do like tattoos, and saw the label on the front of the box and thought it was really funky,” she says. She took the box straight down to the local tattoo artist to get inked.
The Villa Maria marketing team says “It's great to see one of our customers share our love of owls and we're thrilled Fiona likes the Wise Owl design so much she wants to keep it for life.”
When asked whether she’d use it as a sales pitch to New World customers, but unfortunately for Wise Owl, Heather said that owing to Taranaki’s untropical climate, it wouldn’t get much of a showing.
Wise Owl is the product of Villa Maria’s marketing team who were given the reins to develop a new range aimed for a fun, informal wine which will attract wine drinkers at the lower end of the market. The brand currently has a $5000 "guess the blend" campaign running for the Hooting White blend. “There are plans for a lot more but at this stage the focus has been getting it on shelves in Progressive supermarkets throughout the country. One of the major focuses will be a big presence on social media,” says Camblin.
There is no mention on the website that Wise Owl is ever going to follow along the lines of Ecko's 2011 20 percent discount for life for customers with an Ecko logo tattoo – perhaps disappointingly for Heather and her New World colleagues.