Showcase & Discover Creative Work Sign Up For Free
Hiring Talent? Post a Job

Bēhance

Charles Shaw Wine (2 Buck Chuck)

  • 131
  • 1
  • 0
  • Charles Shaw Wine
    An Integrated Campaign 
  • What is the communication opportunity?
    The advertising hopes to make Charles Shaw wines more accessible to the target audience. The primary objective is to use a strategy that will make the perception of Charles Shaw wines more hip and something cooler to drink than liquor or beer. We hope to create the desire for wine among younger drinkers. 

    Target Audience:
    The target audience is between the ages of 21 and 35. They are considered the cooler crowd and other people seek out their lifestyle. They like current music that other people don’t yet know about. They pride themselves on knowing things before other people do. They have a sense of confidence about themselves because they are concerned with image.  They drive cheap cars and expensive cars depending on their family and upbringing and they have stylistic hobbies.  They have a bike rack on their car or a surf rack. Their DVD library consists mainly of foreign films and is organized by directors such as Jean Luc Godard, Truffaut and so on. TheyWhat is the communication opportunity?
    The advertising hopes to make Charles Shaw wines more accessible to the target audience. The primary objective is to use a strategy that will make the perception of Charles Shaw wines more hip and something cooler to drink than liquor or beer. We hope to create the desire for wine among younger drinkers. 

    Target Audience:
    The target audience is between the ages of 21 and 35. They are considered the cooler crowd and other people seek out their lifestyle. They like current music that other people don’t yet know about. They pride themselves on knowing things before other people do. They have a sense of confidence about themselves because they are concerned with image.  They drive cheap cars and expensive cars depending on their family and upbringing and they have stylistic hobbies.  They have a bike rack on their car or a surf rack. Their DVD library consists mainly of foreign films and is organized by directors such as Jean Luc Godard, Truffaut and so on. They are very sociable and attend most events that are considered cool in the eyes of their peers. Music is always playing in their house and when guest come over they love to hear, “Oh, who is this,” so they can brag about some obscure 70s Ethiopian funk band they "discovered" courtesy of Nic Harcourt with KCRW.

    Brand Perception: 
    The current perception is that wine is wine and it should be drunk at dinner parties or with parents or in times of sophistication. It is also possible that the target does not have a perception because they are unaware of Charles Shaw (2-buck-chuck). The current perception of wine is that the more expensive it is the better it is and that simply is not true in most cases. 

    As a result of the communication, what do we want them to think about us?
    We want them to perceive 2-buck-chuck as the alternative to slugging vodka and shot gunning beers. It is a chance for that generation to be better than that. We want them to understand that Charles Shaw is doing a service by not charging a lot for wine so that they get good quality wine for a cheap price. It becomes more affordable than beer or liquor.  

    Why should they believe it? (Reason to believe)    
    Charles Shaw is so cheap because they want to show that other wineries are charging way too much for the products. Other wineries are criticizing and suing the wine because he is making other wineries upset. He is demonstrating that wine doesn’t have to be expensive to be good. There has been litigation brought against the Charles Shaw wine because other bulk wineries are losing money because of how cheap the Charles Shaw brand is. They think that it is unfair for someone to sell wine so cheaply because it makes them look bad for charging so much. 

    What else must be considered?
    It must be considered that no matter how successful the advertising is, not everyone likes to drink alcohol and if they do, some people simply don’t like wine. But the advertising hopes to get these people to at least try it. There will be a social event that will hopefully bring more than awareness to the public; it will hopefully bring desire.