Case Study: Brand Positioning Campaign
French wine bottle manufacturer wanted to boost awareness and its
premium position in the U.S. market. We first conducted a brand
audit that consisted of phone and faxed surveys of customers,
distributors, staff, and management's perceptions of our client.
The findings confirmed the company was indeed regarded as the
premium wine bottle supplier, which substantiated the need for
an image upgrade. We recommended a multi-pronged marketing campaign,
the heart of which was coordinated advertising and direct mail
campaign consisting of three, full-page advertisements and six
multi-panel mailers that would be phased over the course of a
year. Running in the four primary trade publications, the ads
were timed to correspond to the mailings, with the first ad running
for two months and the first two mailers hitting those same months,
and so forth. The program also included publicity, creation of
a promotional CD and kiosk for the lobby and tradeshows, and
new lobby graphics and signage.
developed a very effective campaign to promote Saverglass Inc.
in the U.S. wine market. Their brand strategy work and design
development has resulted in a multi-faceted campaign that has
boosted brand awareness in our market.
Vice President of Sales & Marketing