Wolf Blass
Wolf Blass is an Australian winery based in Nuriootpa, South Australia within the Barossa Valley wine region. It was established in 1966 by Wolfgang Blass, a German immigrant who arrived in Australia in 1961. Wolf Blass Wines Ltd. was purchased by Mildara in 1991, to form Mildara Blass, and was itself bought by Fosters Brewing six years later, which then acquired the Rothbury Group in 1998 and is now owned by Treasury Wine Estates.
Industry
— Consumer goods
— Beverage alcohol
Branding to
— Grow marketshare
— Gain share of wallet
Services
— Advertising & promotion
— Digital marketing & content
— Marketing collateral design
The Situation
Downward pricing pressure on mid-priced Aussie wines was costing Wolf Blass volume and share to cheaper options like Yellow Tail. Research showed wine drinkers liked Wolf Blass for its consistency and quality but felt that at $18+, it was priced too high to buy regularly. The list price was reduced to $16.45 and a limited time offer of $2.00 was planned to drive pre-Christmas volume.
The challenge was to maintain Wolf Blass Yellow Label’s brand image for high quality while discounting the price.
Human catalyst
Wine buyers always seek the best wine at the lowest price but are often burned by cheaper, inconsistent wines that don’t deliver the taste.
Our Solution
The creative strategy was to make the product dominant to differentiate it from Yellow Tail and use the up/down more/less construct to demonstrate that the drinker was getting better value, ‘more for less’ with Wolf Blass.
The media strategy brought the creative idea to life by focusing on channels that were adjacent to LCBO’s, or could literally demonstrate the concept of up and down like elevator doors. Digital channels were user-targeted for content that went up and down like the weather, the stock market and sports scores.
The Yield
Sales during the promotional period were up 14.6% versus the previous year while the
The campaign generated 1,600,000 impressions and a click-through rate of 0.15%. The website captured 11,400 names for the database.