Jackson-Triggs: We've got a wine for that

This case study describes a campaign in Canada by Jackson-Triggs, a wine brand, which sought to reverse decline in sales by repositioning the brand.

Jackson-Triggs: We've got a wine for that

Agency: Bensimon Byrne Inc.Client: Constellation Brands Canada

Section I — Basic information

Business Results Period (Consecutive Months): November 2011 - May 2013

Start of Advertising/Communication Effort: November 2011

Base Period as a Benchmark: October 2010 - May 2011

Section II — Situation analysis

a) Overall assessment

In early 2011 when Bensimon Byrne first began to work with Constellation Brands, the wine category in Canada was healthy and growing. So for Jackson-Triggs (JT), a well known, dominant player in Ontario and BC, business should have been booming. Instead,...

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