Diageo/Percy Fox - Let Play Begin at Wimbledon with Blossom Hill

Diageo-owned wine brand Blossom Hill wanted to be able to differentiate itself in the cluttered UK wine market where brand loyalty is low.

Diageo/Percy Fox – Let Play Begin at Wimbledon with Blossom Hill

Agency name: Pulse Group LimitedClient name: Diageo, Percy FoxCategory: Sponsorship/Joint Effort/Tie-in

BACKGROUND

The wine category is cluttered, confusing, steeped in tradition. Increasingly driven by deep price promotion. Brand loyalty across the category is low at 6%.

Summer is the most important sales period for rosé wine and with a increasing competitive set within this wine sub category as well as pressure from the broader spectrum of ‘summer’ drinks – delivering off-shelf fixture and a retailer event was key to success.

Our specific challenges were...

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