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Tia Maria#Shaking Up the Festival Scene

Vintelligence: Making wine simple again

The Challenge

Wine has been in decline for over a decade. Shoppers find the aisle confusing, the language stuffy and the choice overwhelming, so they stick to what they know or walk on by.

Vinarchy, the world's leading wine business, built a new category strategy to change that. Vintelligence puts the drinking occasion first and makes wine simpler to shop.

So naturally, they came to us. Our job: give Vintelligence a stand-out creative identity and convince the trade that Vinarchy is the partner to grow wine with. The one with the insight, the plan, and the portfolio to reverse the decline.

Client

Vinarchy

Area

Trade

Our approach: real life, not spreadsheets

Most category strategies look the same: dense numbers, corporate charts, beige slides. Buyers have seen hundreds of them. Vintelligence needed to cut straight through that, and to say what it stands for in a heartbeat.

So, we built the identity around real life, not spreadsheets. Our imagery captures the Great British wine-buying public as they

really are - on the sofa, round the table and laughing over a takeaway.

The tone of our content followed suit. Out with the snobbery, in with plain, confident language that tells retailers exactly what's in it for them: an aisle that's easier to navigate, easier to shop and easier to try. Happier shoppers, and more sales too.

Results

Our UK launch event for Cheez-It has surpassed all expectations with over 60,000 opportunities to see through social channels and 2.7 million combined trade PR and advertising reach. We created a network of influential retailer brand ambassadors and delivered standout retailer focussed community activity.

ROI

2.7M

OPPORTUNITIES TO SEE

60K

Next Project

Lyons

Raising profile amongst the trade

Mercieca Ltd
10 Greenland St
NW1 0ND

020 7485 0100

Enquiries@mercieca.co.uk

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