What a difference a label can make-that's a key takeaway from a Diageo story I'm working on for an upcoming issue. It describes Diageo's dramatic redesign of the glass bottles used for its Baileys Cream Liqueur. A gold double-B logo in a Celtic script now graces the front shoulder of the new bottle in the form of a pressure-sensitive label. It's a big improvement over the previous format, where the logo was embossed right into the glass. The new label, which appears to be hot-stamped, has all the tactile appeal of the embossment into glass. But the gold logo beckons elegantly from the store shelf in a way that its predecessor never could. Well done, team Baileys.
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