Slide 22 of 24
Notes:
- A fourth way we establish brand identity with consumers is through active marketing outreach: P/R and advertising. Particularly with cluttered 3-tier system.
- Publicity efforts generated ~900 million positive consumer impressions last year
- Our advertising is innovative and comprehensive, and reflects the findings from consumer research.
- For RMW we are using only print ads – TV is a less effective medium for luxury products – and using tone and content that express the most important attributes of the brand for consumers: the extraordinary quality of the wines and the generations of winegrowing knowledge that makes it possible. The ad pictured here, which has run in a variety of trade and general interest magazines, captures that essential and unique differentiation.
- WB speaks to a larger audience, so we use a wider array of media to communicate our key brand messages. We are running some radio spots in top urban markets, [click] and have developed high quality print ads which you can see here.
- In all of these media, we are drawing on our consumer research and continuing to sharpen a primary WB brand attribute: the “real life” aspects of wine and how WB wines fit into everyday life. This message is especially evident in our new TV ads, which are designed to appeal especially to the primarily female buyers– while conveying the central idea that that these are very high quality wines appropriate for any occasion. The tag line really captures this: “No matter the mood, no matter the occasion, one wine always connects … Woodbridge by RM.”
- We really are excited about these new spots. Look for them on Bravo, A&E, Food Channel, Lifetime, History Channel.
