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Signature Advertising | Carnivor Campaign Fall 2013 1


WWiinnee..

It’s a drink. It’s a treat. It’s a status symbol. Wine has been part of people’s lives

since the birth of civilization. Now, wine has been divided into several flavors,

types, and brands to differentiate the product. The question is this: how can an

individual brand of wine stand out from all the others?

Signature Advertising sought to answer that question. All research found by the

agency is contained within this book. The research was used to develop an

extensive and creative campaign for E & J Gallo’s wine, Carnivor.

Signature advertising chose specific media channels to best reach the audience.

The campaign includes outdoor, online, and broadcast advertising, as well as sales

promotions for consumers and distributors. Read on to find out what Signature

Advertising found and how the information helped draft the perfect campaign to

promote the Carnivor brand.


“Wine consumption has been steadily increasing since the year 2000”

Source: Mintel/The Beverage Information Group, “2012 Wine Handbook”

Wine consumption has been steadily increasing since the year 2000. With a total

231.4 million cases consumed in 2000, it has increased to 312.4 million cases by

2011. Domestic wines have a lead in total wine sales with 77.1 percent in U.S in

2012. Imported wines accounted for 24.3 percent of wine sales in 2012. Domestic

wines had an increase in sales from 2010 to 2012 with a 7.7 percent increase. In

comparison, imported wines have struggled. Between the years 2010 to 2012, the

sales decreased by 0.4 percent. Overall wine sales increased 5 percent last year

alone reaching $39.3 billion. Wine now accounts for 17 percent of total alcohol

supplier revenue. The market for wine is expected to grow within the next five

years1.

Source: The Beverage Information Group, “2012 Wine Handbook”

1 The Beverage Information Group, “2012 Wine Handbook”

0

10

20

30

40

50

60

70

80

90

Domestic Wine Imported Wine

2010

2012


In 2011, 750ml wines priced in the popular price class ($4.26 -$5.75) had the

highest market share with 22.5 percent. The lowest price class (under $2.75) had a

market share of 18.3 percent. The premium price class ($5.76 - $7.50) came in

third for the highest market share at 17.4 percent.

California vineyards are producing 66.5 percent of the wine that is consumed in

2011. Imported wines are producing 26.5 percent of all wines consumed. Other

states than California are producing 7.0 percent of all the wines consumed. The top

5 states that consume the most wine are California with 56,407,950 people, Florida

with 25,759,540 people, New York with 24,951,220 people, New Jersey with

14,152,940 people, and Texas with 14,017,310 people. 2

Domestic wines are consistently outselling imported wines every year in the wine

market. Domestic wines tend to have a lower selling point compared to some of the

imported wine brands. The popular price class is the most consumed wine which

coincides with the domestic wines dominating the market. Wine sales are

increasing every year, so with this trend it is probable that the younger generations,

such as Millennials, will develop a palate for wine and continually increase sales.



Wine sales are expected to increase in the U.S. to an estimated total of $40 billion

dollars. This will be the 18th year of growth for wine in the beverage industry. But

with the growth in the industry, consumption has been declining. People are

drinking at home more often now. Of those people who are drinking at home, 37

percent have reported to Mintel that within a year, at home consumption has

declined as well.

“Asked why they’re cutting consumption, 56 percent of consumers surveyed

said they were drinking less alcohol in general, while 31 percent credited

the poor economy. A look at wine consumption patterns from 2008-12 as

measured by the Experian Simmons NCS/NHSC reveals very slight

decreases across wine segments. Declines in wine consumption are lower

than those seen in at-home spirits or beer consumption and have not been

large enough to spell sales declines in the market. However, being mindful

of the motivations that drive losses and gains in consumption will be

necessary to prevent future losses.”3

3 Mintel (2012). Wine - US - October 2012 Frequency of Wine Consumption


Cabernet Sauvignon is a very popular category of wine. With that in

mind, most, if not all winemakers offer some variation of this red variety

in their portfolio of wine.

Wines are placed into three difference price categories:

Popular (under $9)

Premium ($9-$20)

Super/Ultra Premium (above $20 per bottle).

Carnivor is placed into the category of a premium/plus wine considering the average retail price

ranges from $10-$19.99 per bottle.

Although E&J Gallo Company is very well known, they also have well known competitors who

also offer similar variations of the Cabernet Sauvignon wine variety with similar pricing as well.

Some of these major competitors include:


The table below outlines the differences between Carnivor and other popular Cabernet Sauvignons.4


E & J Gallo Winery Carnivor Cabernet Sauvignon

750 ml $10 - $19.99 Alcohol Level: 13.9% blended the wine with Merlot to add a layer of finesse to the powerful architecture of the Cabernet Sauvignon grape

J Lohr

Cabernet Sauvignon

750 ml

$10.00

81% Cabernet Sauvignon, 5% Petite Sirah, 5% Syrah,

5%Valdiguié, 4% Petit Verdot

14 Hands

Cabernet Sauvignon

750 ml

$12.00

Cabernet Sauvignon with other premium varietals, including

Merlot and Syrah

Cupcake Vineyards

Cabernet Sauvignon

750ml

$10.99

Alcohol content: 13.5% Fruit flavors of blackberry, dark cherry, and cassis that

melt with notes of cocoa and toasty oak

Beringer Founders

Estate

Cabernet Sauvignon 750 ml

$32.00 - $175.00

93% Cabernet Sauvignon, 4% Merlot, and 3% Cabernet

Franc

Bogle Vineyard

Cabernet Sauvignon

750 ml

$45.00

Alcohol content: 13.5%

crafted with notes of tea and tobacco leaf on the nose

Chateau Ste. Michelle

Cabernet Sauvignon

750 ml

$45.00

Alcohol content: 14.5% layers of ripe blackberry fruit, dark chocolate notes and silky

tannins

Blackstone Winemakers

Cabernet Sauvignon

750 ml

$8.00

79% Cabernet Sauvignon, 11% Syrah,

5% Rubired, 3% Tannat, 2% Merlot

Louis M. Martini

Cabernet Sauvignon

750 ml

$18.00 - $85.00

Alcohol content: 13.9% has fresh red plum and

blackberry jam aromas and flavors that are supported by caramelized and toasted oak

notes.

Robert Mondavi Private

Select Cabernet

Sauvignon

750 ml

$55.00

8% Cabernet Sauvignon, 7% Cabernet Franc, 4% Merlot,

1% Malbec

Columbia Crest Estate

Cabernet Sauvignon

750 ml

$12.00 - $45.00

86% Cabernet Sauvignon, 9% Merlot, 5% Cabernet Franc


Currently, E & J Gallo Winery holds a majority of the share of the domestic table wine market.

Below is a chart demonstrating the shares held in the market.5


E & J Gallo Winery (28.9%) The Wine Group (20.8 %) Constellation Brands (14%) Trinchero Family Estates (6.6%) Treasury Wine Estates (4.7%) Bronco Wine Co. (4.9%) Jackson Family Wines (2.5%) Other (17.6%)


While E & J Gallo Winery dominates the domestic table wine market, they have significantly

smaller share of the imported wine market. The chart below shows that Deutsch Family Wine &

Spirits holds the largest share of this particular market.6


Deutsch Family Wine & Spirits (14%)

Banfi Vintners (11.7%)

Palm Bay International (7.9%)

Treasury Wine Estates (6.6%)

E & J Gallo Winery (6.6%)

Constellation Brands (4.8%)

Shaw-Ross International Importers (3.3%)

Other (45.1%)


Millennials are more likely than other age group to consume wine at a

high frequency.

The 25-35 Male Millennial market has three key attributes that differentiate themselves from

other markets. These men have and seek a point of view. Their opinions and experiences shape

their outlook in life and weigh heavily on what they believe in and the decisions they make.

Secondly, they highly value these experiences as well as life events. And lastly, they engage in

online use. Attaining a social status and the comfort of success such as power, ambition,

appearance and more are key touch-point in knowing this particular market.

Although there are many wine drinkers in the industry, less than one quarter consider themselves

knowledgeable about the category. However, those between the ages of 25-35 are

some of the heaviest users in the market. They are more than likely to agree that the type of wine

consumed is a reflection of the type of person drinking it.

Knowledge for the pairing of wine and food is also present within the consumer. Mintel states

that around 44% of men say wines need to be properly paired with food in order for the wines to

be fully enjoyed. Men are also slightly more likely than women to believe imported products are

better in quality.7

7 Mintel (2012). Wine - US - October 2012 Attitudes Toward Wine.


Red, white, and sparkling wine are consumed by nearly six in 10 consumers, with the

largest percentage of drinkers of red and white wine falling into the “high-frequency

users” category (multiple times per month or more).

Champagne and sparkling wine are most frequently reserved for special occasions, with

34% of consumers limiting use to these events.

Across the board, Millennials are more likely than average to consume wine, and they are

more likely to do so with high frequency.8

Any wine consumption

(%)

High-frequency

users (%)

Once a month (%)

Less than once a month

(%)

Only on special

occasions (%)

Do not drink (%)

Red Wine 59 27 6 9 16 41

White Wine 59 25 7 11 16 41

Champagne/

Sparkling

Wine

57 7 5 10 34 43

Rosé Wine 44 9 6 14 15 56

Dessert/

Fortified

Wine

36 6 4 9 17 64

Vermouth/

Aperitif

23 4 6 6 11 77

8 Mintel (2012). Wine - US - October 2012 Types of Domestic Wine Consumed


9

Household income is closely tied to wine consumption, with respondents from households

earning $75K significantly more likely than those of lower-income levels to consume wine.

Women are more likely than men to prioritize product familiarity, price, and product

recommendations, while men have a more specific idea of what they want.10

9 Mintel (2012). Wine - US - October 2012 Types of Domestic Wine Consumed 10 Mintel (2012). Wine - US - October 2012 Important Attributes When Buying Wine


Wine drinkers look to product familiarity as an important factor in choosing what wines to

purchase. However, they may be becoming more open to trying new products, creating an

opportunity for expansion within the wine market. Mintel states that some 82 percent of wine

drinkers stress the importance of the wine. They purchase brands they’ve already experienced

and/or liked. Moreover, 67 percent of these consumers look for brands that they recognize.

Respondents from lower-income earning households are more likely than average to value cost

savings. Mintel reports that around 45 percent of respondents from households earning $25K-

49.9K believe that imported wine is too expensive for their budgets. In contrast, households that

are earning more than $50K are more likely to believe there is a difference between expensive

and value-priced wine.

Younger consumers are more drawn to low-priced products than are older consumers, likely due

to limited levels of disposable income. Regardless, image consciousness is still an important

driver among these shoppers. Status and positioning are key motivators within the male

Millennials. 11

An important trend to note is the increase of alcohol consumption at home. About 31 percent of

Mintel respondents over the legal drinking age are drinking less alcohol away from home in

2013 compared to 2012. A top motivator for this change in consumers is alcohol being too

expensive. Another notable trend is the growing concern towards health consciousness. Although

Millennials of this age are typically associated with drinking alcoholic beverages, they are

adjusting their consumption rates due to these factors. 12

11 Mintel (2012). Wine - US - October 2012 Important Attributes When Buying Wine 12 Mintel (2012). Wine - US - October 2012 Important Attributes When Buying Wine


Wine doesn’t just appear in stores or restaurants. Carnivor wine goes through a series of steps

that involve several key players in order to reach the consumer. E & J Gallo oversees the entire

process; from growing the grapes to delivering the bottles to retail and on premise locations. It

begins at the E & J Gallo Winery in California, where the wine is made and packaged. The

company then distributes the wine across the country.

According to the product website, Carnivor is available in “Select High Brow and Low Light

Establishments.” 13 These establishments fall under two major purchase channels: retail/off-

premise and on-premise locations. In 2011, 43.8 percent of wine sales were made from off-

premise channels and 56.2 percent of wine sales came from on-premise channels.14 Below is a

list detailing the types of on-premise and off-premise Carnivor wine is available in:

Retail/Off-premise

· Supermarkets

· Liquor stores

· Convenience stores

· Drug stores

· Mass merchandisers.

On-premise

· Restaurants

· Foodservice establishments

· Nightclubs

· Bars

13 http://www.carnivorcabernet.com/ 14 The Beverage Information Group, “2012 Wine Handbook”


Wine sales are at their peak during the holiday months, especially in November and December.

November sees the second highest percentage of consumption throughout the year, with 10

percent. December has the highest percentage of wine consumption with 11.3 precent.15

Therefore, the amount of wine cases sold to distributors increases during those months. The

graph below illustrates percentages of wine consumption per month:

.


0

2

4

6

8

10

12

%


Carnivor has just taken its first sip in regards to the potential audience available to be reached

while using the current messaging strategy focused around the tagline: “Your cab has arrived.”

Wine is presently emerging as a more socially accepted beverage on par with the social

consumption habits of beer and various spirits.

The wine industry as a whole spent $62,773,200 in 2011 in advertising. The top five wine

companies spent a large portion of this total advertising spending.

1. $8,280,600 – Terlato Wines International (13%)

2. $6,732,300 – Deutsch Family Wine & Spirits (11%)

3. $4,553,700 – Constellation Brands (7%)

4. $4,364,100 – E&J Gallo Winery (7%)

5. $3,872,400 – Moet Hennessy USA (6%)16

Carnivor has just taken its first sip in regards to the potential audience available to be reached

while using the current messaging strategy focused around the tagline: “Your cab has arrived.”

This creative approach presents a play-on-words in which the idea of a consumer’s cab ride has

arrived to take them wherever

they wish to go and the fact

that Carnivor is in fact a cab-

ernet wine.



This approach is a great start to connect with our target audience of males aged 25-34, however,

with a little more research analysis and application of a larger segment of the target market will

be reached through a new message with the same concept. The idea around the consumer’s cab

ride arriving to take them where they want to go is a concept that will be widely accepted and

connected with.

Currently, E & J Gallo is trying to change the way that consumers see wine. Rather than wine

being held in reserve for special occasions or formal dinners, E & J Gallo is pushing wine as a

social beverage more than ever before. A large portion of ad buys are beginning to be

incorporated into media covering topics categorized under popular culture. E & J Gallo has also

moved toward a more targeted advertising strategy as well. This means they have begun to

switch away from television advertising and focus more on digital as well as in-store marketing

and ads.17

Gallo has concentrated a large portion of their advertising budget into magazines. Multiple

competitors also chose to advertise through magazines as well as some of their budgets going

into television – majority of which being network and cable. A few brands, including Gallo,

spent a small portion of their budget on outdoor advertising. Korbel was one of the few brands

spending some money in newspaper, while radio media was not used by a vast majority of the

industry.18

17 "Ad Age CMO Strategy." Advertising Age CMO Strategy RSS. 18 The Beverage Information Group, “2012 Wine Handbook”


Gallo: Wine F621.0.0 438.3 418.6 19.7 Gallo Family

Vineyards: Wine F621.0.0 466.4 466.4 0

Sutter Home: Wine

F621.0.0 532.5 527.3 0 0 0 0 0 5.2

Kendall Jackson:

Wine

F621.0.0 417.5 394.3 23.2 0 0 0 0 0

Woodbridge: Wine

F621.0.0 1876.7 0 0 0 0 0 0 1876.7

Yellow Tail: Wine

F621.0.0 1387.3 0 0 0 394.3 3.6 525 464.4

Jacob’s Creek: Wine

F621.0.0 592.8 0 0 0 256.7 0 0 336.1

Margherita: Wine

F621.0.0 3967.3 2329.8 0 94.4 0 0 0 1543.2



Before planning out sales promotion ideas for Carnivor, Signature Advertising took a look to see

what E & J Gallo, as well as the competition, has been doing.

Looking at E & J Gallo promotional practices as a whole, the company spent about $496,000 for

general promotions. The company advertised their promotions primarily in magazines and

newspapers. Other companies spent more in 2011. For example, Constellation Brands spent

about $583,100 in outdoor advertising for their promotions. Moet Hennessy USA spent about

$539,800 in advertising their promotions as well. The goal of these promotions was not only to

encourage brand usage, but to increase the number of cases sold to retail and on-premise

locations.20

The Carnivor brand itself does not currently participate in much advertising or promotion. The

only form of promotion is found on the brand’s website. The main use a consumer gets out of the

website is a tool in which they can find where to purchase Carnivor. The website encourages

visitors to use the hashtag “#devourlife” on various social media outlets in order to promote the

product. The only other form of promotion Carnivor currently participates in is with an account

on Twitter. 21

J Lohr promoted their wines by pairing them with Lindt chocolates.

Each wine was paired with a specific type of chocolate so that the

flavors complement each other. For example, their White Riesling was

paired with dark chocolate infused with orange flavors. According to J

Lohr, “the complexities of both — the lychee, pear and orange notes in

the Riesling as well as the sweet citrus profile within the Intense

Orange — and integrated the fruit and acids together into one

harmonious taste experience.”22

20 The Beverage Information Group, “2012 Wine Handbook” 21 http://www.carnivorcabernet.com/ 22"Wine and Chocolate Pairing: J. Lohr Vineyards & Wines and Lindt USA." Candy Industry.


Robert Mondavi held a promotion in 2013 to increase sales for their Private Selection. The

company printed coupons that allowed customers who purchase any three 750ml bottles of

Robert Mondavi Private Selection to receive a $3 rebate check. Other deals featured on the

coupon include: purchase six 750ml bottles and receiving a $9 rebate check or purchase twelve

750ml bottles and receive a $24 rebate check. Rebate ends on January 15, 2014.

Below is an example of another promotion for Robert Mondavi Private Selection Purchase any

two 750ml bottles of Clos du Bois Reserve, Estancia, Robert Mondavi Private Selection, SIMI,

The Dreaming Tree, and/or Wild Horse and receive a $4 rebate check. Customers can also buy

three 750ml bottles and receive a $6 rebate check or buy six 750ml bottles and receive a $14

rebate check OR buy twelve 750ml bottles and receive a $30 rebate check. 23

23 "Cabernets for a Cure." Current Promotions.


One of Columbia Crest’s most popular promotions is their Wine Reserve Club. Members

receive two or four bottles of wine four times a year. These wines were selected by Columbia

Crest, many of which were produced exclusively for the club. Other club offerings include new

varietals and special past vintages. Each fulfillment is offered at a 20 percent discount off the

retail price and may be delivered directly to their home or business.24

Sutter Homes has several sales promotions throughout the year. Some of these include

and online coupon that offers $1 off a purchase of their

moscato, or $2 off when mailed in. The coupon was available

on their blog.

Several other sales promotions featured on their blog include

a “Build a Better Burger” competition, breast cancer

awareness campaign, football season game day snack recipes,

and a book club.25

One of Yellow Tail’s most popular promotions had to do with

special on-pack features. In 2011, Yellow Tail sold their wine with

wine charms. They held another promotion that year in which they

packaged two bottles of wine together with a complimentary shopping

back. This was done to encourage customers to purchase more than one

bottle at a time.26

24 "The Reserve Club." Columbia Crest. 25 "Promotions." Sutter Home. 26 "Anniversary Promotional Products – Yellow Tail wine promos." ODM Group.


Men consider themselves very

knowledgeable about wine

Millennials more likely to consume to

consume wine and at a higher frequency

Population of Millennials will be increased

by 30 million from Generation X

Men are more judgmental about packaging

Health perception

High percentage of men drink red wine vs.

white wine

Affordable

66% of wine drinkers look to friends and

family for wine recommendations

Inconsistency within retailers

Wines need to be properly paired with food

in order for them to be enjoyed

Male Millennials value status and our

product belongs in a lower price category

Increased education efforts on wine

Product and brand familiarity

Millennials are more likely to consume

wine at a high frequency

Majority of consumer purchase wines

priced at $5-$15 a bottle

Most consumers drink red, white, or

sparkling wine

Opportunity for brand loyalty

Established competitors targeting the

same market

Just another bottle

New product

Ages 25-34 often see themselves as

wine snobs

Less disposable income


The entire sales promotion and advertising campaign for Carnivor will begin at the

beginning of the year in 2014. This campaign will continue throughout the rest of

the year, ending in December 2014.

In order to have the most effective campaign possible, Signature Advertising

researched the lifestyles of male Millennials. This was done to find out what these

individuals are like and where they spend their time. Once we discover where

males in this age group can be found, the next step is to find the most cost efficient

way to introduce the Carnivor brand to them. According to research found from

Mintel and Simmons, those in our target who drink wine can primarily be found in

the southwestern part of the United States, which is where the advertising and sales

promotions will be featured more heavily than other parts of the country.

Several forms of media were considered to place advertisements for Carnivor.

Radio, magazines, newspapers, movie theaters, online social media, cable

television, and airport advertising were among those considered. After analyzing

the cost, reach, and effectiveness of each medium, cable television, airport

advertising, and online social media were selected as the primary forms of media

to reach male Millennials.


Consistency is the key to increasing familiarity of a brand. Throughout the

campaign, the audience will receive a consistent message encouraging them to

drink Carnivor. This message must remain the same no matter which medium or

sales promotion is being used. The goal is to differentiate the Carnivor brand from

other wines in the mind of the consumer.

Signature Advertising set out to find the best way to use Carnivor’s budget while

still reaching the maximum number of the target market as possible. With careful

decision making, we were able to find the best forms of media and sales promotion

possible to spread awareness about the Carnivor brand on a national scale.


The wine industry is one that is well established. Through extensive research using Simmons

Choices 3 and Mintel, a new niche in the market is emerging. Today, more and more males are

beginning to try and drink wine, more importantly, younger men. When looking at a

demographic concentration map provided by Mintel, the five cities that contained the largest

amount of males ages 25-34 included; Dallas-Ft Worth, TX, Las Vegas, NV, San Francisco, CA,

Houston, TX, and Los Angeles, CA.

From here, it was important to further understand exactly who our target demographic is.

Categories for these males can be established based on what stage of life they are in, such as

marital status, family life, and income. The lifestage group that expresses who these males are is

known as Young Achievers. Moreover, this lifestage can be broken down into what hobbies,

lifestyles, education, and more characteristics that further define our target. These sub-categories

are Urban Uptown, Midtown Mix, and Middleburbs.

Signature Advertising found that this special niche focuses on the following:

Time spent being more important than money spent

They are heavy users of internet both at home and work (as well as being the primary

source for information)

Travel by airplane both domestic and foreign

Participate in some sport/exercise

o Walking/jogging/running

Enjoy trying new drinks, both imported beer and domestic wine

Swayed by coupons to try new products27

27 "Kantar Media." SRDS


These characteristics show opportunity for Carnivor to generate trials and penetrate this specific

market. Signature Advertising is recommending that this campaign targets males ages 25-34.

More specifically, those within the lifestage group of Young Achievers and in the sub-categories

of Urban Uptown, Midtown Mix and Middleburbs.

After the basic demographic was established, Signature Advertising created a fictional character

of what the target market would be seen as.

Luke is a 26-year-old bachelor who works full

time as a banker. On his spare time, Luke

participates in the company softball team,

works out, and enjoys nightlife out on the

town during his weekends. He considers

himself technologically connected, being that

he actively uses the Internet and his

smartphone. He also keeps up with his old

college friends through Facebook and Twitter.

When it comes to wine, Luke is not loyal to

one brand or type. He enjoys trying new

wines based on recommendations from his

family, friends and co-workers. He will buy a

bottle of wine to impress colleagues or even a

prospective partner.


This table displays all 5 cities within the first quintile, possessing large base count and index

numbers. Although Las Vegas, NV does not consist of a high base count, the city is still

considered due to travel and vacation taken by males within the target demographic. 28


Market Name Base Count Base %

Comp

Count Count % Comp %Pen Index

Fairbanks, AK 111,158 0.04 10,367 0.05 9.33 136

Panama City, FL 355,433 0.11 29,899 0.14 8.41 122

Salt Lake City, UT 303,582 .97 250,302 1.16 8.25 120

Dallas-Ft Worth, TX 7,239,945 2.31 589,652 2.74 8.14 118

Las Vegas, NV 2,075,336 .66 168,444 .78 8.12 118

Bakersfield, CA 780,375 .25 62,875 .29 8.06 117

Anchorage, AK 448,145 .14 35,889 .17 8.01 116

Honolulu, HI 1,380,143 .44 109,275 .51 7.92 115

Columbus, OH 2,441,923 .78 192,568 .89 7.89 115

Phoenix, AZ 5,130,896 1.64 402,913 1.87 7.85 114

San Francisco, CA 7,088,629 2.26 556,414 2.59 7.85 114

Fresno-Visalia, CA 1,992,678 .64 156,378 .73 7.85 114

Austin, TX 1,940,246 .62 151,048 .70 7.78 113

San Diego, CA 3,131,923 1.00 243,609 1.13 7.78 113

Houston, TX 6,479,009 2.07 501,424 2.33 7.74 113

Los Angeles, CA 17,750,178 5.67 1,371,110 6.37 7.72 112

Boise, ID 747,057 .24 57,669 .27 7.72 112

St. Joseph, MO 127,961 .04 9,867 .05 7.71 112


Young Accumulators are at the start of their family lives. This target’s priorities are much

different than those in the younger lifestage groups. They are spending more time and money

invested in their children, marriages and careers; therefore they are less likely to spend time

consuming alcoholic beverages.

Within Young Achievers, Young Digeratis reached ages up to 45. This extended too far outside

of the age range desired. Up and Comers and Boomtown Singles were also considered, but

consisted of those in small cities which do not align with the concentrated demographic areas of

males ages 25-34. 30



Specific forms of media were chosen to share the Carnivor brand with consumers in the target market.

1. Cable Television

2. Airport

3. Facebook

Signature Advertising recommends placing the majority of the media buy toward

cable television, followed by airport and Facebook advertising. The chart below

illustrates the percentage of the budget each media buy will be utilizing.

Cable Television 65.4%

Airport 20.6%

Facebook 14%


Three channels were chosen to run throughout the campaign between 6pm and 12pm. The

following three cable channels are recommended for placing ads due to their low cost per

thousand (CPM):

NFL Network

o CPM $36.18

Spike TV

o CPM $98.59

Comedy Central

o CPM $136.76

Toon-TV had a lower CPM than Comedy Central. However, it was not chosen because it is on a

channel that has a high percentage of children watching. A commercial for wine would not be

appropriate on that channel.

Males between 25 and 34 have high index numbers and vertical percentages in television

watching in comparison to other media. The table below highlights the likelihood of a male in

that age group that would watch television during prime time.

Males 25-34 TV Prime Time Quintiles31

Q1 (Highest) Q2 Q3 (Middle) Q4 Q5 (Lowest)

Total (000) 1645.48 1505.27 1484.36 1275.44 1501.75

Vertical 22.2% 20.31% 20.03% 17.5% 20.26%

Index 106 106 107 91 91

31 Experian Marketing Services., & Experian (Firm)


Each form of airport advertising was found to be at a low cost in comparison to the

number of people reached. Six advertisements will be rented in each of the top five

city airports (Dallas, Houston, Las Vegas, Los Angeles, and San Francisco). Below

are the averages of all the CPMs in each airport for each type of advertisement.

Backlit Diorama (Gate/Terminal)

o Average CPM $30.26

Backlit Diorama (Baggage Claim)


Digital Displays


Airport Banners


Male Millennials love to travel, whether it be for work or vacation. That is why

advertising in the Dallas, Houston, Los Angeles, Las Vegas, and San Francisco

airports are a fantastic place to reach them. These advertisements will run from

March until December. January and February were not chosen because those are

the two months with the lowest travel rates.32

32 Oswald, Stephanie. "Travel on the cheap: 5 times to go."


Carnivor’s Facebook advertisements will appear on the right hand side of the

newsfeed page. These advertisements will run throughout the year. Signature

Advertising recommends purchasing the ads by impressions. This increases the

chance of the Carnivor advertisement appearing on their screen instead of other

competing advertisements. This buy has been specifically targeted to only reach

males between 25 and 34 who live in our top 5 cities and hold a college degree.

Facebook had a low CPM like the previous two media and the site attracts male

Millennials to the page frequently.

Facebook Impression Ads

o CPM $118

The table below illustrates the Internet usage rate of young males.

Males 25-34 Internet Active at Home/Work Quintiles33

Q1 (Highest) Q2 Q3 (Middle) Q4 Q5 (Lowest)

Total (000) 1331.96 1507.58 1174.17 957.072 1195.47

Vertical 17.97% 20.34% 15.84% 12.91% 16.13%

Index 128 151 116 96 110



In order to keep the brand awareness up, the advertisements will run throughout

the entire campaign. Choosing this option is ideal for the campaign because wine

consumption is year round. Keeping the brand fresh in the consumers mind is the

goal for the campaign, which will be accomplished with mostly year round

advertisements with the recommended media options.

The continuity we have considered using is mostly year round for most of the

media options. Airport advertisements will be shown in each airport for two

months at a time excluding two months, January and February, because those are

the least traveled months. Television commercials are going to be shown year

round, except for the NFL Network. The reason is because we only want to show

the commercials during the peak times during football season, which would be

August through January. Facebook advertisements will also be shown year round,

so that way it will have continuous online presence.

Selecting the geographic locations were based on two things, males aged 25-34 and

the areas where there where we can most likely find a lot of new wine drinkers.

The cities that are being considered Los Angeles, CA, San Francisco, CA, Las

Vegas, NV, Dallas, TX, and Houston, TX. Within each of the cities we have

selected the high traffic airports and television stations that will reach the audience.

The next few pages outline the cost efficiency analysis of several forms of media.


Publication Circulation Estimated # of Male Readers 25-

34*

Type of Ad Cost CPM to Reach Target Audience

GGQQ

996644,,226644

112233,,442266

FFuullll PPaaggee 44 CCoolloorr

$$116699,,009966

$$11,,337700..0022

MMeenn’’ss HHeeaalltthh

11,,884444,,115566

228866,,776666


$$220055,,557700

$$771166..8866

SSppoorrttss IIlllluussttrraatteedd

33,,006655,,550077

444488,,779900


$$339966,,660000

$$888833..7711

RRoolllliinngg SSttoonnee

11,,447700,,008833

113322,,445544


$$221111,,558800

$$11,,559977..3388

MMaaxxiimm

22,,000011,,993355

442244,,001100


$$223355,,009900

$$555544..4444

EESSPPNN TThhee MMaaggaazziinnee

22,,112288,,334455

444488,,444422


$$223377,,443366

$$552299..4477

EEssqquuiirree

773344,,330066

110099,,555588


$$112233,,995500

$$11,,113311..3366

MMeenn’’ss JJoouurrnnaall

771144,,007711

113300,,774466


$$112288,,775500

$$998844..7733

TThhee EEccoonnoommiisstt

11,,446611,,113322

222244,,113388


$$5588,,335500

$$226600..3333

**nnuummbbeerr bbaasseedd oonn %% ooff rreeaaddeerrss iinn tthhaatt aaggee ggrroouupp ffoouunndd ffrroomm EExxppeerriiaann SSiimmmmoonnss

Publication Circulation Estimated # of Male Readers 25-

34*

Type of Ad Cost CPM to Reach Target Audience

Focus Daily News

Sunday: 46,714

2,135

Full Page 4 Color

$6,198

$2,903.04

Fort Worth Star-Telegram

Sunday: 208,227

9,516

Full Page 4 Color

$67,045

$7,045.50

Orange County Register

Sunday: 295,677

13,512

Full Page 4 Color

$63,626.57

$4,708.89

Los Angeles Times

Sunday: 954,010

43,598

Full Page 4 Color

$170,333

$3,906.90

The Press-Enterprise

Sunday: 161,004

7,358

Full Page 4 Color

$28,786

$3,912.20

Houston Chronicle

Sunday: 503,398

23,005

Full Page 4 Color

$119,826

$5,208.69

Galveston Country Daily

Sunday: 22,269

1,018

Full Page 4 Color

$4,784.40

$4,318.05

The Huntsville Item

Daily: 26,296

1,202

Full Page 4 Color

$2,324

$1,933.44

**nnuummbbeerr bbaasseedd oonn %% ooff nneewwssppaappeerr rreeaaddeerrss iinn tthhaatt aaggee ggrroouupp ((44..5577%% )) ffoouunndd ffrroomm EExxppeerriiaann SSiimmmmoonnss


Company Auditorium Type/Package

Time Frame/# of Screenings

Average Reach per Month per

Theater

Estimated # of Male

Audience 25-34*

Cost per Month

CPM to Reach Target

Audience

Cinetopia

Grand/GXL

15 Seconds

2,648

318

$300

$943.40

30 Seconds

2,648

318

$450

$1,415.09

Living Room

15 Seconds

2,648

318

$330

$1,037.74

30 Seconds

2,648

318

$500

$1,572.33

Grand, GXL & Living Room

15 Seconds

2,648

318

$630

$1,981.13

30 Seconds

2,648

318

$855

$2,688.68

AMC Cinema

Publicity 35 Screenings

2,648

318

$480

$1,509.43

Premiere 70 Screenings

2,648

318

$800

$2,515.72

Director’s 105 Screenings

2,648

318

$1,040

$2,470.13

Blockbuster 140 Screenings

2,648

318

$1,200

$3,773.58

*Number based on % of movie audience that are males 25-34 (12%) found from Experian Simmons

Channel Time Unit of

Space (seconds)

Number of Males 25-

34 Reached

Rating Cost CPP CPM

AEN-TV M-Sun 6pm-12am

30 251,535 0.94 $450 $479 $190.43

CMDY-TV M-Sun 6pm-12am

30 251,535 0.8 $275 $344 $136.76

DISC-TV M-Sun 6pm-12am

30 251,535 0.78 $350 $448 $178.11

ESP2-TV M-Sun 6pm-12am

30 251,535 0.11 $80 $747 $296.98

ESPN-TV M-Sun 6pm-12am

30 251,535 1.27 $650 $511 $203.15

FSS-TV M-Sun 6pm-12am

30 251,535 0.11 $285 $2,578 $1,024.91

FX-TV M-Sun 6pm-12am

30 251,535 0.85 $430 $504 $200.37

NFLN-TV M-Sun 6pm-12am

30 251,535 0.38 $35 $91 $36.18

SPK-TV M-Sun 6pm-12am

30 251,535 0.6 $150 $248 $98.59

TOON-TV M-Sun 6pm-12am

30 251,535 0.43 $110 $255 $101.38


Airport Type Time Price Reach per Month

Estimated Reach to

Males 25-34*

CPM to Reach Target

Audience

Dallas (DFW)

Backlit Diorama

(Gate/Terminal)

4 Weeks

$5,000

2,335,240

203,166

$24.61

Backlit Diorama (Baggage

Claim)

4 Weeks

$5,000

2,335,240

203,166

$24.61

Digital Displays

4 Weeks

$6,000

2,335,240

203,166

$29.53

Airport Banner

4 Weeks

$8,500

2,335,240

203,166

$41.84

Los Angeles

(LAX)

Backlit Diorama

(Gate/Terminal)

4 Weeks

$5,000

2,610,522

224,505

$22.27


Claim)

4 Weeks

$5,000

2,610,522

224,505

$22.27

Digital Displays

4 Weeks

$6,000

2,610,522

224,505

$26.73

Airport Banner

4 Weeks

$8,500

2,610,522

224,505

$37.86

Houston (IAH)

Backlit Diorama

(Gate/Terminal)

4 Weeks

$5,000

1,586,579

136,446

$36.64


Claim)

4 Weeks

$5,000

1,586,579

136,446

$36.64

Digital Displays

4 Weeks

$6,000

1,586,579

136,446

$43.97

Airport Banner

4 Weeks

$8,500

1,586,579

136,446

$62.30

San Francisco

(SFO)

Backlit Diorama

(Gate/Terminal)

4 Weeks

$5,000

1,773,685

152,537

$32.78


Claim)

4 Weeks

$5,000

1,773,685

152,537

$32.78

Digital Displays

4 Weeks

$6,000

1,773,685

152,537

$39.33

Airport Banner

4 Weeks

$8,500

1,773,685

152,537

$55.72

*number based on % of male travelers 25-34 (8.6%) found from Experian Simmons


Airport Type Time Price Reach per Month

Estimated Reach to

Males 25-34*

CPM to Reach Target

Audience

Las Vegas (LAS)

Backlit Diorama

(Gate/Terminal)

4 Weeks

$5,000

1,661,764

142,912

$34.99


Claim)

4 Weeks

$5,000

1,661,764

142,912

$34.99

Digital Displays

4 Weeks

$6,000

1,661,764

142,912

$41.98

Airport Banner

4 Weeks

$8,500

1,661,764

142,912

$59.48

*number based on % of male travelers 25-34 (8.6%) found from Experian Simmons

Publication

Circulation Unit of Space Cost CPM

Wine Business Monthly

7,092

Full Page 4 Color

$4,118

$580.65

Wine Spectator 402,262

Full Page 4 Color

$43,410

$107.91

Wines & Vines 6,164

Full Page 4 Color

$3,410

$553.21

Progressive Grocer 37,543

Full Page 4 Color

$9,990

$266.09

Restaurant News 61,021

Full Page 4 Color

$10,500

$172.07

Supermarket News 27,782

Full Page 4 Color

$20,300

$730.69

Type of Ad

Number of People Reached in a Year

Price Per Click CPM

Right Column News Feed

1,700,000

$0.57

$118


To begin crafting the creative plan for this campaign, the current messaging strategies and creative approach being used by Carnivor were looked at and

analyzed.

The following steps outline the process our team went through to arrive at our

creative concept for this campaign.

When the brainstorming began, Signature Advertising took a look at Carnivor’s

current slogan “Your Cab has Arrived.”

The next step was to figure out if this slogan adequately relates to male Millennials.

That is when Signature Advertising began asking questions. Where do cabs take you? We figured it was taking you to where ever you want to go. So where do male Millennials want to go?

According to Carol Gilligan, a human development psychologist, described young males as being in a constant state of needing to prove themselves. They are constantly competing for powerful positions.34

They are searching for powerful positions, especially in the work place. That fact sparked an idea. They want to be successful and feel superior, so Signature Advertising came up with a big idea that reflects just that while still incorporating the themes on the Carnivor bottle. 34 "Competition and Feeling Superior to Others."Psychological Self Help


This big idea incorporates the lion logo on the bottle because lions are known for

being kings of the jungle. It feeds into man’s desire to feel superior by connecting

the idea that they are the kings of their domain. They are the kings of the corporate

world.

Signature Advertising incorporated this theme into all the advertisements and sales

promotions.


Spot #1 Medium: Television Length: 30 Seconds *announcer is a male, age 25-27 years old, with a cool/mellow voice

Video OPENING SCENE SCANS ACROSS CLASSY AND SOPHISTICATED FEELING BUSINESS PARTY

SCENE FLASHES TO COLLEGE PARTY WHERE COLLEGE AGED PEOPLE ARE DRINKING BEER AND HAVING FUN

SCENE FLASHES TO COLLEGE MALE PASSED OUT ON THE DIRTY FLOOR AFTER THE BIG PARTY

SCENE FLASHES BACK TO THE CLASSY BUSSINESS PARTY AGAIN

SHOW COPY “Drink Responsibly”

SHOW IMAGE OF SKI/SNOWBOARD PRIZE SET BEING AWARDED

Audio

SFX: BACKGROUND CHATTER AND WINE GLASSES CLINKING

Narrator: “Some people say that your college years are the best years of your life…”

SFX: BACKGROUND PARTY MUSIC

Narrator: “Those long nights filled with stories you won’t remember…”

SFX: BACKGROUND PARTY MUSIC

Narrator: “But who says that all those people have to be right…”

Narrator: “You decide what years are the best…”

Narrator: “Challenge the norm, make your own path, be your own king…”

Narrator: “Like Carnivor on Facebook and be entered to win skis or a snowboard!”

(64 words)

Signature Advertising | 2014 Carnivor Campaign 50

Spot #2 Medium: Television Length: 30 Seconds *announcer is a male, age 32-34 years old, with a sophisticated/mellow voice*

Video

OPENING SCENE SCANS ACROSS MALE WORKING DILIGENTLY AT HIS OFFICE DESK

SCENE FLASHES TO THE MAN GETTING YELLED AT BY HIS BOSS AT WORK

SCENE FLASHES BACK TO THE MAN SITTING AT HIS OFFICE DESK LOOKING EXHAUSTED

SCENE SCANS SLOWLY AROUND THE OFFICE WITH THE MAN SITTING AT HIS DESK WHILE OTHER OFFICE LIGHTS TURN OFF.

SHOW MAN OPENING BOTTLE AND POURING HIMSELF GLASS OF WINE

SHOW COPY “Drink Responsibly”

SHOW IMAGE OF SKI/SNOWBOARD PRIZE SET BEING AWARDED

Audio

SFX: PENCIL SCRIBBLING ON PAPER

Narrator: “No one told you that 9 ‘till 5 really meant 9 ‘till it’s done”

Narrator: “No one told you that no matter how hard you work, it won’t be hard enough”

SFX: OFFICE DOORS CLOSING IN BACKGROUND

Narrator: “You’ve put in the work, now reward yourself”

Narrator: “Pop open that bottle of Carnivor, kick back, and drink like a king”

Narrator: “Like Carnivor on Facebook and be entered to win skis or a snowboard!”

(64 words)


Scene 1

Scene 2

Scene 3

Scene 4


Below are a couple of examples of what the advertisements will look like. Each

advertisement will change between each airport. They will feature the skyline of

whichever city it is being featured in.

This particular advertisement features San Francisco’s skyline. It will appear in the

San Francisco airport.


Above is an example of the advertisement that will appear in the Dallas airport. The images

below show what they’ll look like in the airports.


Since male Millennials engage on social media frequently, Carnivor must have a

consistence presence on it. The advertisement above will appear on the right hand

side of user’s news feed page. This advertisement serves to increase awareness of

the Carnivor brand.


Signature Advertising worked to develop fun and creative ways for consumers to engage with the

Carnivor Brand

Signature Advertising created a Facebook page just for Carnivor. This will serve as a hub for

communicating with consumers. Below is an example of what the page will look like:

We’ll drive people to like the page by giving away skis and snowboards. Male Millennials have

an index of 128 for these activities, which is how we know they’ll be interested in the promotion.

These skis and snowboards will be given away to 20 random people who liked the page.

Consumers will be informed of the promotion by having it mentioned in the media

advertisements.35



After the ski and snowboard give away is over, another

promotion will be launched to continue increasing likes. Those

who already like the page can share it with 5 friends for a chance

to win a goblet with the Carnivor logo engraved on it.

5,000 goblets will be given away throughout the campaign.

As stated previously in the Situation Analysis, consumers love coupons. They are

more likely to try a new product if they have a coupon. Signature recommends

using Groupon.com to distribute coupons for 55% off regular price of Carnivor.

Consumers will be driven to

the coupon by the Facebook

page. One thousand coupons

can be used month.


The next step is to promote the Carnivor product in stores. A crown will be

hanging right in front of bottle Carnivor in stores. One crown will travel through

five select stores in each primary city.

Consumers will be driven through our

Society of Kings promotion to find the

crown. The crown will stand out in the

aisle and draw more attention to the

Carnivor bottle.

A place for the target audience to prove they are the best. Society of Kings is a

micro site sponsored by Carnivor. This site will feature a series of tasks for users to

accomplish. Below are a few examples of the tasks users must complete to earn

points:

Find the Carnivor crown in a grocery store near you

Post a picture of your own throne

Make an improvement to your castle and share a before and after picture

Share an image of your kingdom


At the end of each quarter of the

campaign, the users with the

highest number of points will

win the following prizes:

Grand Prize = 2014 Audi

S4

Runners Up = Trip for

two to Las Vegas

Consumers have to be able to purchase Carnivor wine in various on-premise & off-

premise locations. In order to encourage the owners to stock Carnivor bottles,

we’re offering free vacations to the owners who sell the most bottles in their

region. Winners can choose one of the following locations for a three day vacation:

Las Vegas, NV

Palm Springs, CA

Aspen, CO


Prizes will be given away quarterly throughout the 2014 campaign.

12 prizes given away in each 5 primary cities

o 30 On-Premise winners every quarter

o 30 Off-Premise winners every quarter

o 240 total vacations given away throughout the campaign

This flyer will be

mailed out to various

on-premise and off-

premise locations in

Dallas, Houston, Los

Angeles, San Francisco,

and Las Vegas to

inform owners of the

event.


Below is a chart that shows where each dollar of the budget will be allocated.

Media Buy (47%)

Promotions (41.2%)

Production (1.8%)

Contingency (10%)


Each media dollar was carefully placed in order to maximize the effectiveness of the campaign while remaining under budget.

Starting Budget = $2,800,000.00

10% taken off for unforeseen expenditures = $280,000

Television:

NFL Network - $87,500.00

Spike Television - $225,000.00

Comedy Central - $504,075

Television total - $817,575.00

Total budget after television: $1,702,425.00

Airport:

Backlit gate/terminal display

Baggage claim display

Airport banner

Airport total- $295,000.00

Total budget after airport: $1,407,425.00

Facebook:

Righthand banner

Facebook total - $200,750.00

Total budget after Facebook: $1,206,675.00


In-store sampling/ Promotion: $150 per day/per store days in stores (112 days total)x 25 stores x 150

= $420,000.00 Total budget left after in store promotion= $786,675.00 Coupons:

Coupon 55% off retail price of $15.00= $7.00 $8.00 off retail price- Carnivor pays full 6,000 Groupon deals for the year.

Groupon total: $21,000.00

Total budget after Groupon: $765,675.00 Retailer:

12 from each city (5 cities) (6 on premise & 6 off premise) Total of 240 prizes given out by the end of the year. Average Price for one winner = $1,402.50 Aspen Prices Airfare for 2 in Feb

San Francisco - Aspen = $504 LA - Aspen = $425 Vegas - Aspen = $479 Houston - Aspen = $486 Dallas - Aspen = $253

2 Night Stay at The Westin Snowmass Resort $329

Extra for Lift Ticket & Food $600

Palm Springs Prices Airfare for 2 in Feb

San Francisco - Palm Springs = $263 LA - Palm Springs = $421 Vegas - Palm Springs = $341 Houston - Palm Springs = $335 Dallas - Palm Springs = $353

2 Night Stay at Palm Canyon Resort/Spa 2/21-2/23 $430.40

Extra for Spending money (private message, food, misc) $600.00

Las Vegas Prices Airfare for 2 in Feb

San Francisco - Las Vegas = $217 LA - Las Vegas = $141 Houston - Las Vegas = $415


Dallas - Las Vegas = $286 2 Night Stay at The Hard Rock Hotel Las Vegas 2/21-2/23

$121 Extra for Rental Cars & Food & Fun

$600

Total price = $336,600 Total Budget after retailer promotions: $429,075.00 Microsite

4 Grand Prize Winner = 2014 Audi S4 = $60,000 $240,000 Total

Top winners 3 - 60 will win a trip for 2 to Vegas = $1,121 each (varies a little for each city airfare) Total = $67,260

5000 Goblets for the first 5000 Facebook fans that get 5 friends to like our facebook page Price for Goblets = $5000 Price to Engrave Goblets = $18,000 Shipping ($5.05) = $25,250 Total = $48,250

Ski/Snowboards (20 total with $1,000 each)

$500 Snowboard or Skis $300 Boots $200 Bindings $20,000 total

Total: $375,510.00

Total Budget after Microsite: $53,565.00

Production cost: Television:

Talent - on camera: (1 day) $439.00 Extras (1 day) $119.00 x 50 = $5,950.00 Voiceover: (1 day) $439.00 Filming - Location: $1,000 (1 day) Props: Carnivor wine bottle: $20 Skis and snowboard: $1,000

Table/desk: $500


Office supplies: $200 Film crew: Shoot $100/hour [Panasonic HVX200A] x 6 hours = $600

Creative/Producer Consultation $75/hour (includes audio transcription) x 2 hours =$150 Creative/Producer Consultation $100/hour (includes video transcription) x 2 hours=$200

Stylists - $150/hour x 4 hours = $600.00 Editing -$100/hour x 50 hours = $5,000 SFX/Music - $1,000 x 2 = $2,000

Dubbing - $500 Airport/Facebook:

Models - $400/ 2 hours x 8 = $800 Photography - Session fee: Full day cost $800 assistant cost $600 Pre-production $150/hour x 2 = $300 Post production $150/hour x 4 = $600 Digital time $150/hour x 2 = $300

Usage costs: $4,000 Props: $1,000 (Same as television props) Stylists: $ 800

In-store display $895 x 5 =$4,295

Production costs total: $32,093.00

Remaining Budget: $20,982.00


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