This story appears in the February/March 2016 issue of strategy.

Bronze: Long Term Success

Situation Analysis:

In 2011, Jackson-Triggs (JT) was in steep decline in a growing category. The wine market was fragmenting, fuelled by hundreds of new brands with bright, playful labels and names, making JT wines appear stale and uninspired, the brand and its heritage having little meaning for consumers. A complete repositioning was required.

Insight & Strategy:

Research revealed JT users as being down-to-earth with an aversion to pretense, a group with whom category clichés such as talking about varietals and appellations, illustrated by beautiful vineyard shots, wouldn’t work. JT could be established as a lifestyle brand that made a wide range of everyday experiences more special, a positioning supported by the large number of varietals, size and packaging formats the brand offered.

Execution:

“We’ve got a wine for that” launched nationally in November 2011 on specialty network television, supported by sponsorships and pre-roll videos, while social media, print and PR amplified the message. The creative minimized the role of the wine, focusing on small, real, everyday moments that could be made more special with a glass of JT. In 2013 and 2014, new executions strengthened brand messaging, linkage and relevance, while introducing new formats.

Results:

Just seven months into the campaign, sales were up 17% nationally, a trend that continued thereafter, increasing 31% in the first full year, 20% in year two and 15% in year three, making Jackson-Triggs the largest wine brand in Canada. Brand awareness and trial reached all-time highs at 84% and 51%, while past-six-month consumption increased from 23% to 41%.

Cause & Effect:

Those who recalled seeing the ads were more likely to have consumed JT in the past six months, had greater propensity to buy in the next 12 months, and recommend it to others. Spending levels, pricing and distribution were all on par to previous years.

Credits:

Client: Constellation Brands

SVP marketing: Steve Bollinger

VP marketing, domestic wines: Maria Melo-Boone

Marketing director, lifestyle wines: Andres Rios

Agency: Bensimon Byrne

President: Jack Bensimon

CD: Joseph Bonnici

ACDs: Hayes Steinberg, Chris Harrison

Group account director: Zeeshan Hussain

Business lead: Charlotte Osborne

Director of production services: Michelle Pilling

PR agency: Narrative PR

Managing director: Amanda Alvaro

Account supervisor: Laura Serra