A few years ago Hugh McLeod revolutionized the wine market with its communication campaign for Stormhoek , a small South African winery that he intended to sell large amounts of Sauvignon Blanc at its 5 lbs bottle. Designed labels, blogmarketing campaign linked to your customer and wine with his client Microsoft technology. The result is Stormhoek Blue Monster .
Mc Leod A few months ago gave us one of their remarkable synthesis of what the wine as a commodity and the challenge for communicators. And he said, we are not in the wine business, we are in the decommodification business.
The news of the success of product placement in a sleeve as a strategy to reach the wine culture to the younger generation adds to the discussion of communication strategies and differentiation have to take the hold if they want their products sold in a market flooded with brands.
If Europe is bored with his images and the weight of its history, the New World overcomes her lack through experimental strategies and practices; but innovation in the field of communication resources is having origin in the East.
After sweeping Japan, Korea and China, "I gouttes de Dieu" Old Europe reaches translated into French.
"For years we tried all kinds of things, we have dedicated budgets for promotion, we tried to tempt the French youth and the rest of Europe to become interested in the wine world, without much success," said Philippe Bourguignon, the better sumellier of France in 1978. Okay, but how? Still image of wine in Europe is traditional, classic, no surprises. Europe slept for centuries on the fame of its wines. But it seems that now is time to wake up and not discard any communication channel just as the ability to innovate just to overcome the reluctance to the new.
Market is important to listen and respect the nature of the products. So the strategy sleeve has at least double value: on one hand it is indisputable success if you stick to the numbers: it can boost sales up to 20,000 bottles a day. Furthermore invited to participate and continue to spread a culture that accompanies us from the times of the times and has been flexible enough to accommodate them.
