New Product Launch, Global Wine Supplier

Assignment
A major European cork manufacturer asked Traversant to help introduce a new wine closure in the U.S. western region. To help the client better understand U.S. distribution channels and winery concerns regarding closures, Traversant conducted a focus group of consumers, in addition to surveys of distributors and winery owners, marketers and winemakers. Using information from this research, we created an integrated marketing campaign consisting of a semi-monthly postcard/advertising program, along with a publicity campaign.

Result
Within two years, sales of the new closure comprised 80% of the company's total cork sales in the region.

 

 

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