BV Wines aims to market to young professionals aged 25-30 by establishing brand loyalty earlier. Currently focusing on older customers, BV will implement a digital strategy across blogs, social media and online ads tailored to this younger demographic. The campaign will position BV as an essential part of an affluent, sophisticated lifestyle through messaging showcasing the wine's role in professional and social settings. BV will measure the strategy's success through social media engagement and online sales.

1. C O A S TA L E S TAT E S
R E - B R A N D & H O L I D AY C A M PA I G N

2. spar k s creati v e team
MICHAEL PALOMBO NINA CHAN MEHRNAZ ZUIE
chief strategy officer chief creative officer chief marketing officer
PAOLO VILLARROEL LIKHITHA NIDADAVOLU VIVIAN ZHANG
market analyst technologist accounts planner

3. introduction
Founded in 1900, Beaulieu Vineyard (BV Wines) has been dedicated to enhancing conventional vineyard and winery practices
to craft bold, classic wines that stand out among the world’s finest bottles. Most BV products are available for sale at the Napa
Valley BV Vineyard, however, some lines of products are available for retail at major grocers across the United States. An inter-
esting historical fact about the organization is that BV Vineyard was the only Napa Valley winery to remain in business during
Prohibition because of their strong relationship with the Catholic Church.
The young professional wine and spirit market has not been a major priority for Vineyards in the past, however, BV Wines has
the opportunity to become a trailblazer in marketing wines to young adults. The market is digitally-focused, educated, critical,
and beginning to establish a loyalty to brands that are an essential part of the lifestyle they are working to achieve.
The main challenge with marketing this product is that conventional wine advertising has not traditionally been tailored to
communicate with a young demographic. With most wine advertising being distributed in print and trade, our strategy is specifi-
cally tailored to the behavior of the target. In order to successfully reach our target, we will distribute key messaging across
several relevant digital channels. With a long history of appealing to an older, affluent generation of wine drinkers, this campaign
will tap into a market segment filled with potential brand loyalists: the next generation of affluent, sophisticated professionals.
BV Wines will distribute these products in high-end retail grocery stores across the United States, as well as have them avail-
able for sale by the glass and bottle at top-tier restaurants in major American cities (including New York, Chicago, San Francisco,
Seattle, Houston, Los Angeles, Washington, Boston, etc.).
There are currently no wine brands targeted specifically toward young, professional men and women. Modern technology and
social advertising will tighten our grasp on our current market share, and extend our reach into a pool of potential brand loyal-
ists coming up in the professional world. By doing so, we will be able to remold the BV name into a contemporary, high-end
lifestyle brand.

4. situation analysis
BV Wines is aiming to tap into a younger, professional generation of affluent wine drinkers in order to establish brand loyalty at
an earlier stage of life. BV Wines currently has a limited digital strategy, and our market research demonstrates that a focus on
digital marketing channels is essential for communicating with adults age 25-30 in the United States.
s w ot analysis
STRENGTHS OPPORTUNITIES
- Established distribution model with retail and restaurant/bars. - First to target young professionals.
- Strong online presence (Facebook and Twitter) - Build on existing brand.
- High quality products. - Grow social following.
- Strong branding and identity elements for BV name.
THREATS
WEAKNESSES - Competition
- Lack of younger brand followers. - Market resistance
- Packaging is dated, and traditional (Incl. label). - Cost of production/distribution
- Minimal social advertising strategy.
- Price

5. competitors
SKINNYGIRL WINE
Holds a large market share of young women, with celebrity endorsement, and widespread distribu-
tion. Strong association with ‘having a girls night in’, and casually drinking with friends.
WILD VINES
Caters to young and older women, with widespread distribution. Has become a staple in the ‘female
alcohol cabinet’. Strong association with light to casual drinking, summer season, and gift giving.
FLAVORED VODKAS
Flavored Vodkas are increasingly gaining popularity, as tasty flavors mixed with vibrant packaging
redefine traditional uses of the alcohol.
‘TRENDY LABEL’ REDS AND WHITES
Many individuals within the target base their purchasing first on the price, and second on the
aesthetic of the packaging. These brands could distract potential customers, and sway purchasing
decisions.

7. target audience
Our target isThe Target: age 25-30 who are driven, focused, and accustom to a comfortable lifestyle. They work as hard as
young adults
they play, and they typically work in the finance, television broadcasting, automotive, and pharmaceutical industry. Their employ-
Adults, age 25-30
er is usually a Fortune 500 company.
They are brand loyalists, social opinion leaders, out-going, and friendly. They are college educated, live in the city, swear by Yelp
recommendations, and are committed blog followers.
Not only are they on top of trends, they set them. Their friends look to them for fashion advice, food truck recommendations,
fresh music, and where the best events are happening inTechnology
Eats Wears the city. They’re proud to call themselves tastemakers.
Socializes Drinks
EATS WEARS TECHNOLOGY SOCIALIZES DRINKS

10. product o f f ering & redesign
BV offers two types of wine: Red and White. Each of these wine will come in their regular size as well as a mini version.
7 5 0 ml , $ 1 4 . 9 9
5 5 0 ml , $ 1 0 . 9 9

11. mission & positioning
Our mission is to use a combination of key messaging and relevant, eye-catching creative, to convey a young and affluent life-
style associated with the product. Our chief purpose is to drive sales and increase brand awareness in U.S. markets.
We are positioning our product as an essential part of a young, professional affluent lifestyle. Our media choices reflect the
consumption behaviors of our target, and our social media strategy is centered on brand-building and storytelling to further
convey the position of our product and brand.
mar k eting mi x
PRICING: The BV Black Wine bottle will be priced at $16.99 and the BV Mini will be priced at $11.99 each.
DISTRIBUTION: BV’s products will be distributed at major grocery outlets, online, and at the vineyard. The wine will also
be available for sale at restaurants and wine bars based in affluent, metropolitan areas.
ADVERTISING AND PROMOTION: BV will have store displays at high end grocery stores such as Whole Foods, An-
dronicos, and Molly Stones. BV will utilize billboard space in underground subway stations in prime areas within major cities. BV
will also partner with events such as Fashion Night Out, celebrities, and film festival premieres to promote their product.
CUSTOMER SERVICE: BV will provide dynamic, personal, and high-integrity customer service. BV strives in building and
fostering strong relationships with their customers. BV will also have a community manager on social channels to handle any
questions, comments, or concerns customers may have.

12. creati v e strategy
WHAT IS THE ADVERTISING TRYING TO DO?
The goal of our advertising strategy is to use our key messaging and creative to create a young, affluent lifestyle associated
with the product. Our chief purpose is to drive sales and increase brand awareness in U.S. markets.
WHAT DO WE KNOW ABOUT THEM THAT WILL HELP US BETTER IDEATE?
We know the target is lifestyle-conscious, and loyal to brands that play a key role in the construction of their personal
identity. They are educated, driven, successful, and outgoing -- they work as hard as they play. We know that they are
active in online social communities, well-read, and well-versed in our digital culture. Purchase decisions are strongly
influenced by the opinions of friends (both online and in-person), and the opinions expressed by trendy blogs and cultural
icons. They work for large companies, are competitive in nature, and live comfortably in terms of finances. They are the
trailblazers of their generation.
WHAT ARE THE MAIN MESSAGES THAT WE NEED TO COMMUNICATE (FEATURES/BENEFITS)?
The key messaging that we will communicate, based on features and benefits, is that BV Wines are an essential part of a
young, trendy, professional lifestyle. From counter-top to roof-top, BV Wines is the go-to brand for young, educated
professionals making an impact in their industry. We will use celebrity partnerships to further reiterate that message:
Pairing the product with hand selected, iconic opinion leaders who have made a positive a impact on the globe.

13. WHAT IS THE TONE AND IMAGE THAT WE NEED TO CONVEY TO OUR TARGET AUDIENCE?
We will establish a tone and image that is modest, professional, and message-focused. We will create a clean and
authentic look that emphasizes branding elements (including colors, logos, taglines, etc.), while incorporating
thought-provoking copy that creates a long lasting impression on our audience. We will achieve this by ensuring
consistency across all online and offline marketing efforts -- from storefront displays, to online banner ads, to the
social media content that will be distributed biweekly.
WHAT ARE OUR BELIEF POINTS, WHY SHOULD OUR AUDIENCE WANT TO BUY OUR MESSAGE?
Our audience should want to buy into our message for a number of reasons -- all of which circle back to the
original mandate outlined in our initial brief: BV Wines are an essential part of the lifestyle our target is striving and
spending to achieve. Our audience will want to buy our message because we are reaching them through relevant
channels based on their personal interests, and using advertising that is as smart and authentic as they are.
We will use digital media as an entry point into the consumers mindset, followed by a comprehensive social media
strategy that will continue to foster the relationship we have begun to build. Since marketing wine to a young
demographic in unchartered territory, we will focus on first creating the ‘want’, and then satisfying the ‘need’.

14. o f f line strategy
S U B WAY S
FILM PREMIERES
EVENT SPONSORSHIPS
FA SH I O N N I G H T O U T
N Y FA SH I O N W E E K

16. 2013
NYC
SF
LA

17. online strategy
ONLINE
BV will advertise online using banner ads on relevant blogs and websites our target audience tend to frequent. These websites
are usually about leisure, lifestyle, or food. We will also have an email newsletter where fans or new customers can sign up to
receive weekly updates about products and promotions. People who sign up can get exclusive discounts and rewards.
FACEBOOK
We will utilize Facebook to increase online engagement and relationships with fans. BV will use its Facebook page to post up
relevant content and images that promote their product and ideal lifestyle. We will also have sponsored ads and posts, using
Facebook’s algorithms, to target our audience and increase fanbase. We can also use Facebook to hold contests and educate
fans about different types of wine. To measure our success using Facebook, we can check our insights and analytics to make
sure posts are being seen and that the fans are actively engaged.
DIGITAL TV
Single episode sponsorship on Hulu for shows with high target viewership, for example, Revenge on The CW, or The Office on
NBC.
TWITTER
BV will use Twitter to post tweets that will shape their brand moreso than actively selling their products. They will post about
social responsibility projects, link to different and interesting articles that corresponds with their brand and lifestyle, and new
exciting events or promotions they may be having.

18. INSTAGRAM
Instagram will be an entertainment and engaging channel for fans of BV wine product. They can post up pictures of their prod-
ucts in a creative and consistent way and also have fans take pics of how they consume BV products. Followers and fans are
encouraged to tag BV wine products and write a short comment about their experience to share with all their friends. These
Instagram posts can easily be synced across different social media platforms such as Facebook, Twitter, and Pinterest.
PINTEREST
Pinterest’s user base consist mainly of women 25-34, who are well-educated and tech-savvy. Pinterest is a easy way to curate
images and information in an aesthetically pleasing way through organized boards. BV can use Pinterest to promote their life-
style and also as an e-commerce channel, selling their products on there.
BV BLOG
The BV blog posts content in more detail about the product, such as complementary pairings that go well with it and in what
occasions to drink the wine. The blog will be a place where fans can go to learn more information and get ideas.
YOUTUBE
BV can create short commercials on YouTube which will generate brand awareness locally (North America) and international.
Another marketing campaign can be launched by having consumers create short video testimonials or “BV moments” shar-
ing their experiences with the product. Links to the YouTube commercials and video posts will be integrated in the above
mentioned social and digital mediums like Facebook and Twitter for easy access. Response and reception to the various brand
commercials and posts can be measured by the views and likes.

19. t w itter

20. f aceboo k

21. landing page

22. online ad v ertising

23. mobile w ebsite

24. on - demand tele v ision

25. happy holidays
spar k s creati v e
2012