*campaign created by cole+weber

CAMPAIGN CASE STUDY:CARLO ROSSI

© 2010 LISA WONG | TWITTER: @UPSCALE

BRAND AWARENESS THROUGH A JUG

*campaign created by cole+weber

© 2010 LISA WONG | TWITTER: @UPSCALE

THE CHALLENGE

+ Core consumer base getting older

+ Crowded Marketplace

- Niche/boutique wineries

- Flashy new brands

- Pretentious wines

+ Brand no longer relevant

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© 2010 LISA WONG | TWITTER: @UPSCALE

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NEW DEMOGRAPHIC

+ New demographic: 21 - 29-year-olds

+ Utilized consumer research (quantitative + small group ethnographic

“Wine Nights”)

+ Demographic’s values matched up with Carlo Rossi brand values

+ This target demographic looks for:

Independence ¶ Simplicity ¶ Community ¶ “No Labeling” ¶ Value

++ A lot in common with older drinkers

© 2010 LISA WONG | TWITTER: @UPSCALE

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THE CAMPAIGN: JUG SIMPLE

+ Idea: “What can your empty Carlo Rossi jug become?”

+ Celebrating iconic jug

+ Actual living room furniture: basis of all campaign elements

+ Fresh way to attract new demographic & to re-energize brand

*video on c+w site (bottom right picture): http://ow.ly/2IyXw

© 2010 LISA WONG | TWITTER: @UPSCALE

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JUG SIMPLE: APPEASING THE PEOPLE

+ Online branding: Carlo’s MySpace page, branded site

with DIY / how-to-build-jug-furniture videos and games

+ Targeted events: Capitol Hill Block Party (Seattle),

Stitch Festival (Austin), Fringe Festival (Minneapolis)

& Tattoo Convention (Boston)

+ Event engagement & localized media

-- Tasting lounge

- Artist jug creations & competition with supplied art materials

- Photos of events with shareable unique URL = data collection (cha-ching!)

© 2010 LISA WONG | TWITTER: @UPSCALE

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PACKAGING: CLOSING THE SALES LOOP

+ Instructional bottle neckers

+ Whimsical tips to help consumers create things with empty jugs

© 2010 LISA WONG | TWITTER: @UPSCALE

PLUS (+)

+ Revitalized sales force: double digit sales

increase before launch of campaign in 2006

+ Campaign engaged users; increase in sell-

through coming from desired younger segment

+ Deep brand involvement (1000s of event

visitors) campaign that won Gold Effie award

RESULTS

+ $12 million unpaid media impressions

MINUS (-)

+ Campaign relatively “short lived;” few

current day published / online references

+ Not integrated with other social media outlets

OPPORTUNITIES

+ None: BrandWeek, AdWeek & critics loved it

CAMPAIGN RESULTS: +/-

© 2010 LISA WONG | TWITTER: @UPSCALE