I wrote about the introduction of Lucky Duck at Walmart in a post late last year, this post gives a little more insight into its creation from the agency who developed it.
Dragon Rouge developed a new Private Brand for Walmart that includes a collection of 5 varietals from well-known regions around the world, including Sauvignon Blanc and Cabernet Sauvignon from Chile, Chardonnay from South Eastern Australia, Shiraz from Australia and Malbec from Argentina.
‘The major challenge was to develop a brand that could support an international range of varietals while demystifying the language and experience of wine drinking that has traditionally been a barrier to wine enjoyment’ said Eric Zeitoun, president of the New York office of Dragon Rouge.
Dragon Rouge identified the brand idea of ‘everyday pleasures’ and created the brand name Lucky Duck to convey a fun approachable personality and appeal to consumers looking for a balance between taste and casual lifestyle.
“We created a wacky yet elegant duck character that captures the fun, playful personality of the brand. The duck cleverly showcases the brand’s international varietal range with simple accessories that hint at the wine’s origin and reinforce the brand’s spirit of discovery with a touch of irreverence” says Marcus Hewitt, Chief Creative Officer of Dragon Rouge USA.