Wine PR Case Study: Campo Viejo
Unlocking a Global Proposition
However, the global strap line that has always been used but not necessarily well known by customers, is “Live Uncorked”.
As the appointed strategic communications consultants to the Pernod Ricard’s Wine Makers, we were tasked with a challenge.
Narrative and messaging
Social media management
“Their analytical approach helped take our iconic brand into a new lifestyle arena.”
Brand Director, Pernod Ricard UK
How do we make the global brand positioning relevant to a local market?
The process to get there is textbook marketing – with a heavy dose of practical global and local market experience thrown in.
Provided illumination over the category, the brand, its heritage, the competition and, most importantly, the customer. Plus a lot more besides.
An evaluation of current brand assets proved what the client was thinking – that the brand was being inconsistent across channels and that without a more meaningful, central frugal force, it could be left to meander.
Drills down into segmentation data, looking for commonalities and anomalies and the targets who will deliver the greatest growth opportunities without price discounting.
In many ways the hardest part of strategy. Deciding what not to do, the choices and paths the brand shouldn’t take.
It concludes in a positioning statement and a brand DNA aligned to global but meaningful for local market activation.
Buried deep in the archives of the brand lay a fact that the originators behind the brand set out to create the perfect sharing wine. The bridge to the positioning and the vibrant, visual identity then requires making sense of it all.
Life only becomes truly colourful when it is shared.
Suddenly the brand had focus. It knew what its social channels should be and should look like. We were able to double down on colour, vibrancy and sharing to make The Streets of Spain, the UK’s largest street market.
A mass participation, scientific experiment was created to understand the relationship between colour and taste.
A world renowned synesthete was commissioned to turn wine tasting notes into music which were then turned into colour.
Supper clubs and lakes of colour were staged to generate column inches and social shares and retail promotions linking sharing to the brand helped drive the DNA through every customer touch point.
Each activation delivered through across multiple channels. Owned supporting earned, earned supported by paid. Strategic communications are better. Integrated is better. Sales grew year on year with the brand eventually accounting for nearly 16% of all Spanish wine sales. The brand was elevated to one of Pernod’s strategic brands where it continues to reside and flourish.