Case Study 3:

National Box Wine Launch

Challenge: Gain attention to a dramatic new 3-liter wine package with the same wines available in bottle and box.

 

Summary: To reverse decades of negative perception of box wines, we challenged media and other influencers to think “outside the box”. While touting the advantages of Bag-in-Box packaging (freshness, value and convenience), we focused on strong messaging, “same wine, different package”, “tasting is believing” and “lower carbon footprint” as drivers.

 

Initiative: To tell a congruent story, we put a face behind each of the several brands in the portfolio and introduced the idea of artisan practices, highlighting both winemaker and craft.

 

  • Developed winemaker spokespersons, created media sampling programs and created influencer events in unexpected places -- a penthouse apartment on Madison Avenue (box wines served in Riedel glasses) and young adult events at trendy bars, (CLO) in New York and (LIMA) in Washington DC.

 

  • Arranged for a respected winemaker who bottled wine in glass and alternative packages to conduct a tasting at the Society of Wine Educators. 

 

  • Generated extensive media coverage in print, broadcast and online.

Results: +18% sales of 3L premium priced wine boxes according to Nielsen (February 2011). Our recommendation that an eco-friendly box wine be created in kraft package with soy-based inks quickly became the brand leader and a favorite of eco-friendly folks and fashionistas. The campaign garnered over 500M positive impressions in top consumer publications including Time Magazine, Southern Living, Woman's World, New York Times and the Washington Post, among others along with several broadcast placements including 3 national placements - NBC Nightly News, Good Morning America and CNN with Ray Isle. Coverage included:

 

Print & Broadcast: 944 Magazine, ABC 4 (Seattle, Washington), ABC 7 (San Francisco), Atlanta Journal Constitution, Augusta Chronicle, Augusta Magazine, Austin American-Statesman, Austin Chronicle, Buffalo News, CBS 12 (West Palm Beach-Fort Pierce, Florida), Charleston Gazette, CNN, Contra Costa Times, Creators Syndicate, Daily Globe, Dallas Morning News, Democrat and Chronicle, Detroit News, Ellsworth American, Fort Worth Star-Telegram, Gambit Magazine, Gayot, Good Housekeeping, Houston Press, Journal Inquirer, Knoxville News-Sentinel, Mail Tribune, Maryland Gazette, Mutineer Magazine, Nashville Lifestyles, NBC, National, New Orleans Living, New York Daily News, New York Times, Palm Beach Post, Philadelphia Magazine, Portland Press Herald, Press Democrat, Progressive Grocer, Real Simple Magazine, Relish, Sacramento Bee, Saint Louis Magazine, Salt Lake Tribune, Sarasota Herald Tribune, Seattle Times, Southern Living, Southern Living, Star Tribune, Sun Herald, Tasting Panel, Tennessean, Time Magazine, Toledo Blade, Village Voice, Wine Enthusiast, Wines & Vines, & Woman's World.

 

Online: AOL, Atlantic Magazine Online, Apartment Therapy - The Kitchn, Backpacker Magazine Online, Better Homes Online, Bottle Report, Cheap Fun Wines, Cheap Wine Ratings, CNBC Online, Cork'd, Cuvee Corner, Doctor Vino, Drink Hacker, Eatocracy, Epicurious, Everyday With Rachel Ray Blogs,Examiner.com,Gayot Online, Good Housekeeping Online, GQ Magazine Online, Gray Report, Palate Press, Real Simple Online, Swide, Swirl Girls, The Hungry Southerner, Time Magazine Online, USA Today Online, Vint-Ed, Wine Enthusiast Online, Wine Review Online, & Wine Spectator Online.