Girls Night Out Wines
"The Wine You're Ready For"
"The Wine You're Ready For"
What is the problem advertising needs to solve?
- Steal market share and make it top of mind
- Pitch the wine (Girls Night Out) upwards
Whoseheads and hearts are we trying to win?
- 25-35 (females)
- $42,000-$59,274 (middle class)
- Suburban demographic
What do we know about them, their lives and their unmet needs that will help us win them over?
- These females work at least 60 hrs a week (9-5)
- They are career-oriented and fun-loving, but enjoy having a break twice a week, where they can indulge in time for themselves
- It's the point where a woman becomes conscious of the substance behind wine, and wanting to be more proactive of consuming the beverage
- As she grows older, she pivots from her original"reason why" for drinking alcohol
- Desires to formulate a personal taste
- They’re brand conscious and seek brands that provide quality at a fair price
- Attracted to advertising that is more direct
- 85% of the purchase decisions in the $12-15 range for wines are female driven
- We know they’re wine interested, but not wine connoisseurs. They also enjoy the beauty of wine, because of its relaxed nature when socializing with friends
What do we want them to think, feel, or do as a result of our advertising?
- Want them to think that wine doesn’t need to be enjoyed for special occasions, but the spontaneous kinds with their friends
- Alcoholic beverage with a little more substance,a little more elegance
- Certain amount of assurance that what you're buying is quality, but still with a lot of drinkability
- Need to feel that, they can be enjoyment-oriented, and social non-wine drinkers
- Not a deep or unusual wine that is too much for inexperienced palettes
What is the one thing we can say to achieve this?
- Steal market share and make it top of mind
- Pitch the wine (Girls Night Out) upwards
Whoseheads and hearts are we trying to win?
- 25-35 (females)
- $42,000-$59,274 (middle class)
- Suburban demographic
What do we know about them, their lives and their unmet needs that will help us win them over?
- These females work at least 60 hrs a week (9-5)
- They are career-oriented and fun-loving, but enjoy having a break twice a week, where they can indulge in time for themselves
- It's the point where a woman becomes conscious of the substance behind wine, and wanting to be more proactive of consuming the beverage
- As she grows older, she pivots from her original"reason why" for drinking alcohol
- Desires to formulate a personal taste
- They’re brand conscious and seek brands that provide quality at a fair price
- Attracted to advertising that is more direct
- 85% of the purchase decisions in the $12-15 range for wines are female driven
- We know they’re wine interested, but not wine connoisseurs. They also enjoy the beauty of wine, because of its relaxed nature when socializing with friends
What do we want them to think, feel, or do as a result of our advertising?
- Want them to think that wine doesn’t need to be enjoyed for special occasions, but the spontaneous kinds with their friends
- Alcoholic beverage with a little more substance,a little more elegance
- Certain amount of assurance that what you're buying is quality, but still with a lot of drinkability
- Need to feel that, they can be enjoyment-oriented, and social non-wine drinkers
- Not a deep or unusual wine that is too much for inexperienced palettes
What is the one thing we can say to achieve this?
- “Wine for the non-winedrinker”
Whatis the essence of our brand that grabs people’s hearts and what is its voice?
- Voice: feminine,playful, stylish, elegant, inviting
- The brand grabs the true essence of women. How women think and feel, when they are together with their besties for a night in, or a casual night to get-together.
What gives our brand the right to claim the one thing we want to say?
- The flavours/wine are refreshing and tend to have a sweet aroma
- Branded product reflects female attributes (cololur, taste, packaging)
Whatis the essence of our brand that grabs people’s hearts and what is its voice?
- Voice: feminine,playful, stylish, elegant, inviting
- The brand grabs the true essence of women. How women think and feel, when they are together with their besties for a night in, or a casual night to get-together.
What gives our brand the right to claim the one thing we want to say?
- The flavours/wine are refreshing and tend to have a sweet aroma
- Branded product reflects female attributes (cololur, taste, packaging)
Magazine Print Advertisements:
- LCBO Food & Drink Magazine
- LOU LOU Magazine
- Elle Magazine
- LCBO Food & Drink Magazine
- LOU LOU Magazine
- Elle Magazine
Web Banner Advertisement
Strategically placed on GlobalTV, CosmoTV and CTV website.
Strategically placed on GlobalTV, CosmoTV and CTV website.
