Audience Illumination and Packaging Redesign

Challenge

Illuminating both current and prospective drinkers of a popular wine brand in order to help the brand redesign its label to better connect with drinkers.

With the wine category’s sales declining, our client approached us with a two-part question as they sought to stave off decline and reach new wine drinkers. First, they sought to understand who is — and isn’t — currently drinking their wine and why.  And second, how they could optimize their label to meet prospective drinkers’ needs without alienating their current base.

Approach

We conducted a 3-day digital diary with current, lapsed and prospective drinkers of the brand to learn about their lifestyles, motivations, passions, and most importantly, their relationship with wine. We compiled key insights and strategic recommendations into a report as well as a film to be shared with the client, their creative agencies, and distributors.

The client went back to the drawing board to develop several new labels, which we took into focus groups in two markets. We assessed clarity, appeal, relevance, and brand fit for each of the labels to understand elements that were driving positive perceptions of the brand.

Impact

Our client not only gained a richer understanding of what’s important to their current drinkers and ways to connect with younger prospective drinkers, but our work identified a clear path forward in optimizing their label to connect with both audiences.