​​Situation: A decision had been made by Allied Domecq to re-launch their entire Callaway Wine brand under the name Callaway Coastal.​

 

Strategy:  Generally, people are “intimidated” by wine and wine selection.  Wine is traditionally a product that is “recommended.” Certain wines “should” go with certain foods and situations.​

 

Our strategy was to make Callaway Coastal an everyday brand that was contemporary, yet very approachable. Giving people permission to enjoy life with a glass of wine wherever and whatever.​

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The integrated campaign launched in national consumer magazine, regional radio, local newspaper, national cable television and off-premise POS materials.​

 

Results:

• Six months: sales were up 25% over forecast  

• First year of campaign -  27% increase in total brand awareness

Callaway Coastal

A Repositioning Campaign