FERNETS FROM STOCK PLZEŇ HIT THE PRE-CHRISTMAS PERIOD IN A PREMIUM COAT
Thu. 26 November, 2009
Fernet Stock and Fernet Stock Citrus from Stock Plzeň, among the most favourite liquor brands in the Czech Republic, are entering the pre-Christmas period in a new packaging design. The last change was five years ago and this one affects the appearance of the bottle, label, cap, and even the outer carton of Fernet Stock and Fernet Stock Citrus. The primary objective of the new design is to further underline the prestige that both Fernets from Stock Plzeň have built up among their customers and business partners.
The new design is based on the key elements of the unique bottle and label and is intended to reflect the image and healthy self-confidence of the Fernet Stock brand whilst also respecting the brand's tradition, which reaches back to 1927. There is no danger, then, that customers will not recognize their Fernet in the stores.
"To introduce new packaging to a brand, known and trusted by most Czechs, is an extremely difficult and sensitive matter. From the very beginning, you have to look at such a change through the eyes of the people who purchase and like Fernet, and 'consult' these changes with them every step of the way," says Petr Pavlík, Managing Director of Stock Plzeň-Božkov.
Four agencies participated in the initial tender process with the winning bid going to the British company Dhandafoss* who also work abroad with such brands as Ferrero, Kellog's, Cadbury, and MasterCard.
The bottle, label, and cap for both types of Fernet have undergone significant changes. The new design is dominated by black and gold, mostly on the cap. This colour combination is intended to emphasize the tradition, quality, and prestigious status of both Fernets. The former upper label with the Stock Plzeň coat of arms was revised as well as the embossed coat of arms below the bottleneck. The bold Stock lettering on the bottom part of the bottle is moved to the side. All this creates a very elegant and sober effect, completely devoid of frills. The entire cone-shaped bottle tapers toward the top, thus protecting the label from damage. A massive ring at the bottom will make the bottle more stable, something that is sure to be appreciated by bartenders.
This final design, of course, underwent a long series of tests. In the first phase, 3 bottle shapes and as many as 25 label variations were tested. All these proposals were subject to discriminating quantitative research which resulted in a single winning design that was further modified and fine-tuned.
The appearance of Fernet from Stock Plzeň has changed several times since 1989, the last significant modification being in 2004. The new design of Fernet Stock and Fernet Stock Citrus was presented to customers at the beginning of October. The change will naturally affect the most widely sold 0.5L and 1L bottles first, and the other pack sizes (mostly the large 2,5L) will follow later. The new appearance of Fernet Stock and Fernet Stock Citrus will be also communicated to customers directly at the point of purchase, i.e. in shops and restaurants.
The release of the new Fernet packaging into the market will be simultaneously accompanied by a completely transformed website for fans of Drsoň which will premier at www.mujfernet.cz. The creative rendering of the new website is the work of Fundaluka Studio.
Fernet Stock has been produced using Lionello Stock's recipe at Stock Plzeň since 1927. The basis of its inimitable bitter flavour is a combination of 14 herbs imported from around the world, of which 10-14 tons are used every month. The ingredients and exact manufacturing process are a top secret and known only to two persons in the company. In 1997, Fernet Stock added a "little brother" known as Fernet Stock Citrus, which combines the taste of Fernet herbs with natural citrus flavours. Both brands now form the basis of the popularity of bitter and herbal liquors in the Czech Republic.