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...