Agency: Bos |
Vincor International – Naked Grape
Winner: Off to a Good Start - Bronze
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): September 2005-April 2006
Start of Advertising/Communication Effort: October 2005
Base Period for Comparison: N/a (product launch)
Vincor International, the largest wine producer and distributor in Canada, wanted to launch a new brand of wine to appeal to novice wine drinkers and capitalize on the growing premium wine segment.
Accordingly, Naked Grape hit the shelves in Liquor Distribution Boards (LDB) in September 2005 and in Wine Rack locations in October 2005.
The resulting demand was beyond expectations. Shipments were...