Cole & Weber's Carlo Rossi Campaign Case Study
Transcript of Cole & Weber's Carlo Rossi Campaign Case Study
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*campaign created by cole+weber
CAMPAIGN CASE STUDY:CARLO ROSSI
© 2010 LISA WONG | TWITTER: @UPSCALE
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BRAND AWARENESS THROUGH A JUG
*campaign created by cole+weber
© 2010 LISA WONG | TWITTER: @UPSCALE
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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
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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