Bringing JOY in store for Concha y Toro
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Bringing JOY in store for Concha y Toro
We jumped at the chance to help Concha y Toro introduce JOY, their new vibrant range of wine to the mainstream wine category and to a generation of 18-35-year-olds that felt disconnected from the category.
Our Retailer IQ tool helped identify ASDA as the most suitable partner showing a decline in their wine category but over-indexing in the younger demographic. As a result, we pitched to ASDA’s Merchant’s Den initiative and won £100K free media investment.
Our cut-through proposition – ‘Putting a cork into conventionality and unscrewing the joy!’ – underpinned everything we did and was encapsulated in the line, ‘Sip Just Got Real.’ Bursting with playful tonality, colour and energy, our creative cut through a crowded market with ease, stood apart from traditional wine marketing and resonated with young shoppers. Running across over 400 ASDA stores, we activated broadly within the in-store environment to ensure we weren’t only targeting the usual wine drinker but also recruiting new shoppers into the category: those that might not usually browse the wine aisles. Beginning at shelf, the campaign extended throughout the customer journey, encompassing digital, social, POS and in-store experiential. Aisle takeovers and POS (hotspots, branded bays, and pallet drops) brought JOY’s story to life and made it easy to find, buy and drink.
Shoppers were also able to pose and have their photos taken in a branded AI Photobooth – bringing them a little extra joy as they sampled the product. JOY also utilized digital touchpoints and social media to encourage shopper engagement and raise awareness for the brand online. An online Brand Zone was also used to promote the full range of products, with various purchase driving media banners visible across ASDA.com.
The results speak for themselves. Without any ATL media support, we maximised visibility in retail, optimised all displays, grew the wine category within ASDA, and launched four new SKUs, all without cannibalising existing brands within Concha y Toro’s portfolio.
We are also proud to have won Gold for Best Creative Shopper Activation and Silver in the Beverage sector ’24 at the recent IPM awards, and The Grocer’s Best Wine Launch & Product of the Year ’23. Cheers to that!
Our Retailer IQ tool helped identify ASDA as the most suitable partner showing a decline in their wine category but over-indexing in the younger demographic. As a result, we pitched to ASDA’s Merchant’s Den initiative and won £100K free media investment.
Our cut-through proposition – ‘Putting a cork into conventionality and unscrewing the joy!’ – underpinned everything we did and was encapsulated in the line, ‘Sip Just Got Real.’ Bursting with playful tonality, colour and energy, our creative cut through a crowded market with ease, stood apart from traditional wine marketing and resonated with young shoppers. Running across over 400 ASDA stores, we activated broadly within the in-store environment to ensure we weren’t only targeting the usual wine drinker but also recruiting new shoppers into the category: those that might not usually browse the wine aisles. Beginning at shelf, the campaign extended throughout the customer journey, encompassing digital, social, POS and in-store experiential. Aisle takeovers and POS (hotspots, branded bays, and pallet drops) brought JOY’s story to life and made it easy to find, buy and drink.
Shoppers were also able to pose and have their photos taken in a branded AI Photobooth – bringing them a little extra joy as they sampled the product. JOY also utilized digital touchpoints and social media to encourage shopper engagement and raise awareness for the brand online. An online Brand Zone was also used to promote the full range of products, with various purchase driving media banners visible across ASDA.com.
The results speak for themselves. Without any ATL media support, we maximised visibility in retail, optimised all displays, grew the wine category within ASDA, and launched four new SKUs, all without cannibalising existing brands within Concha y Toro’s portfolio.
We are also proud to have won Gold for Best Creative Shopper Activation and Silver in the Beverage sector ’24 at the recent IPM awards, and The Grocer’s Best Wine Launch & Product of the Year ’23. Cheers to that!
