Situation: A decision had been made by Allied Domecq to re-launch their entire Callaway Wine brand under the name Callaway Coastal.
Strategy: Generally, people are “intimidated” by wine and wine selection. Wine is traditionally a product that is “recommended.” Certain wines “should” go with certain foods and situations.
Our strategy was to make Callaway Coastal an everyday brand that was contemporary, yet very approachable. Giving people permission to enjoy life with a glass of wine wherever and whatever.
The integrated campaign launched in national consumer magazine, regional radio, local newspaper, national cable television and off-premise POS materials.
Six months: sales were up 25% over forecast
First year of campaign - 27% increase in total brand awareness