The challenge
Beringer is the No.1 wine brand in the US, however the perception of Californian wines in the UK is cheap and the Beringer brand had very low levels of awareness here. How could the brand develop a more premium perception within a highly fragmented UK wine market?
Approach and insight
UK wine advertising was once exciting, but had stagnated. To avoid generic advertising, we wanted a unique claim for the brand and also to make its provenance an asset. In developing a brand essence for Beringer, we unearthed a key insight about its Californian provenance; a 'pioneering spirit'. This provided the platform for our creative strategy.
The creative solution
The creative relived the pioneering adventure of the brand since its origin. It was beautifully crafted to enhance the brand's premium message. The press campaign's use of space and positioning helped to achieve excellent stand-out. The whole approach mirrored the brand essence - to challenge convention.
The results
Sales increased by 21% and the campaign was deemed to be so highly successful that it was implemented across Europe. To find out more please call Keira Lloyd on 01892 703176.
