Agency: DentsuBos Montreal
Advertiser: Arterra Canada
Category: Launch of New Product/Service
Section I — Case Parameters
Business Results Period (Consecutive Months): 6 months
Start of Advertising/Communication Effort: September 2016
Base Period as a Benchmark: 12 months
Geographic Area: Quebec, Canada
Budget for this effort: $500,000 – $1 million
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
The results speak for themselves. This launch was by far the most successful Arterra has ever had. The sales team couldn't keep up with demand, surpassing their annual target within just six months. By month 10, they surpassed their second year objective, selling 2.16 million bottles of Bù. Consumers couldn't get enough, with trials reaching an unprecedented rate not only among grocery shoppers but also new converts to the category that didn't shop at the grocery store wine aisle before.