Niklasdorf, Juni 2010
The Golden Label Award was presented in Vienna on Thursday 17 June. The event was held in the modern setting of the Platinum Vienna, where the event organiser Brigl & Bergmeister and the sponsors of the competition presented the coveted trophies.
The winners came from eight nations, testifying to the international standing of the Golden Label Award. The jury of experts judged hundreds of entries to select the most outstanding labels in five categories.
One aspect of labels emerged quite clearly
Conveying information has long since ceased to be enough. Labels must stimulate the impulse to buy at the point of sale.
When you consider that more than 70% of all sales are impulse purchases, with planned purchases accounting for 30% at the most, it becomes evident what challenges labels now have to meet. In the jungle of mass offerings of fast-moving consumer goods (FMCG), it takes something special to make your product stand out, and prompt a receptive response.
Emotions and impulse are interrelated. Without emotionality there is no impulse - no inducement.
Beer, wine, and even water carry a strong emotional charge. This is illustrated by the impressive examples of this award's winning labels. There seems to be no limit to the diversity of ideas that can be created using paper.
Be outstanding to win
The winners of the Golden Label Award illustrate how demands in terms of emotionality and creativity feed into the format and presentation of products. The compelling labels produced on the basis of paper induce shoppers to pause briefly, then gain their attention by imaginative design, special material, and sophisticated finishing. These are the moments when selling opportunities arise.
In organising this competition, Brigl & Bergmeister has successfully achieved its aim of promoting the potential of label paper. The rich diversity of innovation in paper labels and technical finishing combined with a persuasive marketing concept is a decisive factor for survival in highly competitive markets.
How to combine effective pricing and effective promotion
This is a crucial issue. What use is ultra-competitive pricing if the product does not sell?
That is why only products currently available in the marketplace are allowed to participate in the Golden Label Award. Of course the crucial test is how well past winners of the Golden Label Award have performed at the point of sale.
Although success requires more than a well-designed label, it is nevertheless striking that the winners of this prize do generally achieve better sales than their competitors.
That alone should be reason enough to take part in the next Golden Label Award to be held in two years' time, on the principle of