Fifth Leg
Fifth Leg is the quirky off-shoot of renowned Margaret River winery, Devil’s Lair, owned by Treasury Wine Estates and makes wines worthy of its esteemed pedigree, without going on and on about the detail. These are great tasting wines, made with grapes from an array of Western Australian vineyards, including shiraz, cabernet sauvignon, chardonnay and sauvignon blanc.
Industry
— CPG
— Beverage alcohol
Branding to
— Become known
— Conquer new markets
— Grow marketshare
— Be better understood
Services
— Advertising & promotion
— Website design & development
— Marketing collateral design
— Digital marketing & content
The Situation
The LCBO granted shelf space for 30 new Australian wines with the expectation that within 12 months 25 of them would be de-listed for not reaching the required sales quota. While unknown in Canada, Fifth Leg had a well-established global positioning — “Serious about wine. Not about life” and an interesting brand icon in Boris The Dog. The objective was to engage young working professionals, 25-40, who were adventuresome about wine and open to trying new brands in the $14-16 price bracket. Media advertising dollars were scarce, so traditional media was likely to be unaffordable.
Human catalyst
Wine is meant to be fun, so let people enjoy it.
Our Solution
Yield Branding elected to leverage Boris the Dog in a powerful social media campaign where Boris would educate consumers about Fifth Leg—all barked out in ‘dog’—while offering interactive engagement users could share. They could type their name, a question or any phrase into the translator and Boris would bark out the translation ‘in dog’. Users could then post the translation to Facebook, Twitter, or email to friends. To promote the site, over 8,000 wine corks were printed with the domain name, dogtranslator.ca along with provocative lines like, “What’s your name in dog” and “Arf out with your bark out” and distributed in downtown Toronto, Calgary and Vancouver by the Fifth Leg street team. Consumers were also engaged in conversation about the brand and encouraged to visit the unique Dog Translator microsite.
The Yield
With a small budget, Fifth Leg was able to obtain 14,000 engaged brand impressions through the cork distribution, with a phenomenal 20% of those people later visiting the microsite. Of the unique site visits, 30% translated their name and posted it on Facebook or Twitter. Best yet, Fifth Leg ended the launch year at #2 in sales in LCBO sales of new Australian wines and remains a strong brand to this day.