Bringing Value to the Wine Category
During this tough economic climate, consumers are constantly seeking value. Diageo Chateau & Estate Wines came to BARC with a challenge to remind consumers during the summer timeframe that their BV Coastal brand provides great wine at a value price. BARC developed the concept “What Do You Value?” with a pay-off of “Long Summer Days and Even Longer Summer Nights.” The double-entendre messaging reached consumers on an emotional level as consumers are spending more time entertaining at home and also reinforced the great value that BV Coastal provides.
For another example of “value” messaging, see our Sutter Home case study.
