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Marketing Parameters/ Creative
Solution
This two-tiered consumer and trade merchandising campaign was created to increase the sales of the brand by demystifying and humanizing sparkling wine as an upscale beverage with mass buyer appeal. We created a whimsical, wry copy tone and fun, sophisticated visuals to convey the message that sparkling wine is a festive drink "anytime" not just for special occasions.
(Consumer Theme:)
More Excellent Reasons to Celebrate with Mumm Cuvee Napa
(Restaurant Trade:)
More Excellent Reasons to Serve Mumm Cuvee Napa
Headlines in the Consumer Series
More Excellent Reasons to Celebrate with Mumm Cuvee Napa...
1.) The meter maid ran out of
chalk.
2.) Leave it to Beaver is still on cable.
3.) The lights were all green through the intersection.
4.) Your vacation resort looked just like the brochure.
5.) The one you thought would never call, did.
6.) You were upgraded to first class on an overbooked flight.
7.) Your boss hates golf so you won't have to learn.
8.) Your glasses were ready in less than an hour.
Headlines in the Restaurant/Trade Series
More Excellent Reasons to Serve Mumm Cuvee Napa...
1.) No one at your table asked
for anything "on the side."
2.) You didn't have to repeat the specials three times.
3.) They're running a tab, and with a gold card.
4.) The fresh catch is still plentiful.
The chef is in a good mood
Campaign Extensions:
Waitperson guidebook: a pocket-sized "cheat sheet" to educate restaurant staff
about each cuvee, food pairings and such.
Shelf talkers: Bottle-width testimonials/reviews from leading wine critics.
Table tent: Reversible, upscale unobtrusive carrying the same entertaining message
that Mumm Cuvee Napa is appropriate for elevating any day into a special occasion.
POP Case card: Spiral bound for consumer interaction, enabling the flipping
of pages to reveal each "tongue in cheek" headline.
Other: Logo banners, posters, ice buckets, etc. further supported the sales
effort Sparkling wine, champagne, varietal,
cuvee, merchandising, restaurant, chef, food, beverage, hospitality, hotel,
resort, cuisine, bottle, magnum, five-star
Design: Halleck, Palo
Alto, CA
