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

Agency name: Pulse Group Limited
Client name: Diageo, Percy Fox
Category: 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 to:

Increase White Zinfandel and White Grenache On and Off Trade sales from w/c 15.06.09 - w/c 12.07.09 (prior and post Wimbledon fortnight) vs same period LY.

Raise awareness of Blossom Hill’s status as the ‘Official Wine of Wimbledon’.