New brand position boldly breaks tradition
Campaign to redefine taste helps Apothic wine appeal to new tastes
While wine gets better with age, unfortunately the same doesn’t always go for brands. EJ Gallo’s Apothic wine was the top-selling wine in the Canadian market, but awareness had plateaued, and the brand was struggling to connect with new consumers.
Through research, we discovered an important insight; for consumers new to the alcohol category, taste is more about the experience than the flavor itself. Notes of cherry and a hint of smokiness are meaningless because our consumers have a simple understanding of taste; if it tastes good, it feels good.
Our new “Feel the Taste” brand position broke from tradition, talking about taste in a daring way no wine brand had done before, using feelings to describe the wine. EJ Gallo rolled out a new campaign, led by an iconic TV spot developed by us, that redefined taste for consumers and made it ownable by Apothic.
The new brand positioning and creative captured the attention of new consumers resulting in a 14% growth in sales vs the rest of the category. The results in Canada were so strong that, EJ Gallo a rolled out the new brand position and campaign globally.
Campaign to redefine taste helps Apothic wine appeal to new tastes
While wine gets better with age, unfortunately the same doesn’t always go for brands. EJ Gallo’s Apothic wine was the top-selling wine in the Canadian market, but awareness had plateaued, and the brand was struggling to connect with new consumers.
Through research, we discovered an important insight; for consumers new to the alcohol category, taste is more about the experience than the flavor itself. Notes of cherry and a hint of smokiness are meaningless because our consumers have a simple understanding of taste; if it tastes good, it feels good.
Our new “Feel the Taste” brand position broke from tradition, talking about taste in a daring way no wine brand had done before, using feelings to describe the wine. EJ Gallo rolled out a new campaign, led by an iconic TV spot developed by us, that redefined taste for consumers and made it ownable by Apothic.
The new brand positioning and creative captured the attention of new consumers resulting in a 14% growth in sales vs the rest of the category. The results in Canada were so strong that, EJ Gallo a rolled out the new brand position and campaign globally.
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