Encourage drinkers to increase frequency of purchase but reduce alcohol consumption by launching a new lighter wine style category.
“Us time” wine is a key part of the catch-up ritual for millennial women across the UK, the core motivation for this “us time” is to chat yet not drink too much.
Strategy & Storymaking.
We positioned First Cape Café Collection as the “us time wine” by creating original research which uncovered the truth behind female natter and teamed up with TV personality Alesha Dixon to lead our search for the ‘UK’s Queen of Chat’ amongst consumers.
To drive trade engagement, Alesha visited the head offices of ASDA and Sainsbury’s meeting with then CEO’s, Andy Clarke and Justin King and participating in company-wide activity to support listings and drive engagement.