THE RELEVANCE OF INTERACTIVE WINE LABEL DESIGN IN THE CONTEXT OF CONTEMPORARY ADVERTISING APPROACHES

Abstract

The article examines the role of the wine label as a key medium of visual brand communication under conditions of limited marketing resources of craft producers and the growing demands of the modern consumer, who is oriented toward emotionality, uniqueness, and experiential interaction with the product. The study further considers the transformation of the label’s functional status from a purely informational element into a comprehensive brand communication tool. It explores the specifics of interactive label design through the lens of ATL, BTL, and TTL advertising approaches, allowing the label to be interpreted not only as an informational carrier of brand products but also as a communicative, emotional, and behavioral instrument of consumer influence capable of fostering long-term loyalty and engagement. A comparative analysis of traditional and innovative design solutions is applied, including examples of interactive labels using augmented reality, gamification, tactile, personalized, and crossmodal interaction elements. Their impact on consumer behavior is analyzed, particularly their ability to generate emotional experiences, stimulate active engagement with the brand, enhance participation in the consumption process, and increase brand recognition and market differentiation. Contemporary scientific approaches to interactive packaging are synthesized with global design and marketing communication practices, which in turn makes it possible to outline current trends in the transformation of the label from a passive information carrier into a multidimensional interactive consumer experience involving emotional, sensory, and behavioral levels of perception. The prospects for implementing interactive labels are considered in the context of Ukrainian craft winemaking, particularly in the Zakarpattia region, as one of the dynamically growing wine-producing areas with the potential to integrate innovative design solutions into brand communication. As a result, it is demonstrated that the interactive wine label is an effective tool of integrated marketing communications, capable of combining ATL and BTL functions within the TTL approach, forming a new level of multichannel interaction between brand and consumer and significantly enhancing the competitiveness of craft products in the contemporary market.