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Rich Secco: The rich b!tch fridge
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how Rich Secco, a German canned Prosecco drink brand, used social media to connect men and women online.
This case study describes how Rich Secco, a German canned Prosecco drink brand, used social media to connect men and women online. Insight suggested that men frequently bought women drinks in clubs, but that this was not always possible on a 'girl's night out'. A Facebook app was launched which allowed a man to buy a woman a drink even when he was not there, in return for becoming Facebook 'friends'. This approach helped to increase the brand's awareness with men, and was so successful it is being rolled out across Germany.
Vina Laguna Rebranding
Design Business Association, Bronze, Design Effectiveness Awards 2013
Vina Laguna, a Croatian wine brand owned by AGROKOR Vina, wanted to shake off its image as a volume wine from the communist era and embody a modern, premium identity, based around the wine-producing region of Istria.
Vina Laguna, a Croatian wine brand owned by AGROKOR Vina, wanted to shake off its image as a volume wine from the communist era and embody a modern, premium identity, based around the wine-producing region of Istria. An icon was created for the brand, inspired by local legends, representing the 'lightness' of Istrian air, wine and its way of life. Different interpretations of the icon on bottle labels denoted the differing quality levels, from table wine to premium bottles. The impact can be judged from the fact that, in the three months before the mainstream advertising relaunch, total Vina Laguna sales were up 9% but those in the new brand livery had already risen 63% by volume. Year-on-year, the Select and Premium wine ranges grew 26% by volume and opened a route to new export markets.
Using brand storytelling to launch the La Capra Wine Range
Design Business Association, Bronze, Design Effectiveness Awards 2012
Fairview, the South African wine producer, traditionally focused its business on selling its eponymous premium wine to restaurants.
Fairview, the South African wine producer, traditionally focused its business on selling its eponymous premium wine to restaurants. But in the UK - seen as a bellwether for the wider wine market - supermarket wine sales were on the rise. This prompted the company to develop and launch a new La Capra brand into UK supermarkets. But without an advertising budget, the label of La Capra had to be the principal medium for engaging consumers. Its design involved a strategic balancing act that borrowed equity from the premium parent brand, while telling a compelling enough brand story to hold its own. The design touched on the theme of celebration, linking to the Balkan origins of Fairview's founders, and featured a range of objects all on the back of a goat ("La Capra" being Italian for "goat"). Following launch, La Capra become the second-best selling South African wine above £5 in the UK.
Pepperjack: Battle of the Steaks
Case Studies on Warc, Media Federation of Australia Awards, 2011
Pepperjack, an Australian red wine brand from Treasury Wine Estates with a boutique brand positioning, needed to build customer support amongst pubs and restaurants to maintain its growth without being overtly commercial or damaging its credibility.
Pepperjack, an Australian red wine brand from Treasury Wine Estates with a boutique brand positioning, needed to build customer support amongst pubs and restaurants to maintain its growth without being overtly commercial or damaging its credibility. Research showed that the Pepperjack target audience are young professionals who are highly social and depend heavily on their mobile phones and also enjoy food programming. Therefore, the 'Battle of the Steaks' campaign was developed as a national promotion involving dining venues competing to become the national steak champion. Central to the campaign was the mobile site, which enabled interactive voting and more importantly ensuring Pepperjack was present at a key wine and steak consumption occasion. As a result, Pepperjack's share of the total red wine market increased 100% year on year, represented by a sales increase of 18,000 extra bottles.
SAQ's Taste Tag Rollout
Institute of Communication Agencies, Gold, Canadian Advertising Success Stories, 2011
The Société de Alcools du Québec, an assocation for the alcohol trade in Quebec, wanted to propel sales whilst also promoting responsible drinking.
The Société de Alcools du Québec, an assocation for the alcohol trade in Quebec, wanted to propel sales whilst also promoting responsible drinking. This case study describes how the society launched Taste Tags to educate consumers about wine choices, featuring in-store, TV and online elements. It cites increased sales of wines with taste tags, as well as sales growth for the sector and the media impact of its initiative.
Diageo/Percy Fox - Let Play Begin at Wimbledon with Blossom Hill
Integrated Marketing Communications Council Europe, Gold (Sponsorship/Joint Effort/Tie-in), Bronze (Brand-building), IMC European Awards 2010
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-owned wine brand Blossom Hill wanted to be able to differentiate itself in the cluttered UK wine market where brand loyalty is low. Rosé wine tends to be the most popular in the summer period but it was under increasing competition from other ‘summer’ drinks as well as being affected by the recession. Therefore, Blossom Hill became the official sponsor of the Wimbledon tennis tournament for the ‘Let Play Begin a Wimbledon’ campaign, aimed at 30-45 year old women with higher-than-average incomes and children. The strategy was executed at the event by serving a Rosé-based tall drink, a prize draw to win silverware and through branded rickshaws. Furthermore, limited edition Wimbledon bottles being sold in stores across the country and a microsite offered the chance to win Wimbledon Ladies Final tickets. The campaign resulted in a 135% increase on year-on-year sales.
Freixenet - From Minelli to Scorsese
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
From 2006 the total Cava market began to decline for the first time. Freixenet's volume growth was to be challenged so in a move to grow value rather than volume the price of Freixenet was increased by 30%.
From 2006 the total Cava market began to decline for the first time. Freixenet's volume growth was to be challenged so in a move to grow value rather than volume the price of Freixenet was increased by 30%. At the same time, the brand's heavy use of celebrities in campaigns was beginning to garner a rather low class ostentation. However, which celebrity would be used in each year's Christmas advert had become the topic of debate - the campaigns had become more of a fond act of branded entertainment. Martin Scorsese was recruited to make a short movie about Carta Nevada Reserve. Ahead of release, rumour and debate were provoked to heighten word of mouth, trailers were aired and Scorsese presented the film itself to the press. The movie was seen widely and the volume of sales were maintained at the 30% price increase.
The Wine Society of India: Wine Mailers
Direct Marketing Association - US, Bronze Award, 2008
The Wine Society of India wanted to draw members for its direct-to-consumer wine shipping program, but faced the challenge of national laws forbidding the marketing of alcohol.
The Wine Society of India wanted to draw members for its direct-to-consumer wine shipping program, but faced the challenge of national laws forbidding the marketing of alcohol. Instead of marketing wine, they gave it away, enticing prospects with a complimentary wine tasting. One mailing was in the form of a wine cask that contained the exclusive invitation. A second mailing, sent to key influencers, looked like a glass of wine being poured. The flowing wine unfolded to reveal an invitation, and the glass was an actual high-quality wine glass. A third invitation romanced recipients with a lavish map of wine production. The results were an intoxicating 36% conversion rate!
La Carte de Vins: Vintage
Direct Marketing Association - US, Bronze Award, 2008
To launch its new location and generate foot traffic, La Carte des Vins wine shop surprised neighborhood residents with a colorful campaign.
To launch its new location and generate foot traffic, La Carte des Vins wine shop surprised neighborhood residents with a colorful campaign. When the city awoke, cars, subway entrances, lampposts, and the new store were all covered in balloons in the color of red and white wine. Attached to each balloon's string were details of the opening and an invitation to a free wine tasting. To add further enticement, a coupon offered a 15% discount. Flyers were also distributed in the neighborhood to reinforce the message. 1,000 balloons disappeared by 9:00 A.M., and 400 people attended the opening, surpassing attendance goals by 183%.
Carlo Rossi - Jug Simple Integrated Campaign
Effie Worldwide, Gold, Beverages - Alcohol, Effie Awards 2008
Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger drinkers also appeared to be following suit.
Carlo Rossi's user base was in decline, as its traditional target consumer - middle-aged and middle-class wine drinkers - shifted away from drinking jug wine to more expensive foreign options; younger drinkers also appeared to be following suit. Retailers also favoured bottled options, which took up less shelf space. The brand also hadn't advertised for 30 years. The comeback campaign focused on creatively inclined 21-29 year-olds, who looked for value, simplicity and community over status symbols. The Jug Simple campaign celebrated the jug itself, and artists were invited to imagine what empty Carlo Rossi jugs could be, and created items from pieces of furniture and lighting to audio equipment out of the iconic jug. The number of cases sold rose by 2.6% to 12.7 million, while awareness and perceptions also improved dramatically, particularly among the target audience, who valued the emphasis the brand put on co-creativity.
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