LCBO RED WINE by Cundari for LCBO /Liquor Control Board of Ontario

LCBO RED WINE

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Industry Wine & Champagne
Media Design & Branding
Market Canada
Agency Cundari
Creative Director Dean Martin
Art Director Sarah Cosentino
Designer Tania Senior, Brooke Hennessy
Released February 2009

Credits & Description

Category: Point of Sale
Advertiser: LIQUOR CONTROL BOARD OF ONTARIO (LCBO)
Product/Service: RED WINE
Agency: CUNDARI
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: CUNDARI , Toronto, CANADA
Client Service: Michelle De Clair (Cundari)
Client Service: Christine Guibord (Cundari)
Art Director: Sarah Cosentino (Cundari)
Designer: Brooke Hennessy (Cundari)
Designer: Tania Senior (Cundari)
Retoucher: George Kanellakis (Cundari)
Studio Artist: Mike Hosier (Cundari)
Studio Artist: Debbie Tsujimoto (Cundari)
Print Producer: Carole Aida (Cundari)
Creative Director: Dean Martin (Cundari)
Media placement: Exterior Banners - Retail Store Exteriors - January 1 - February 1
Media placement: Interior Point Of Sale - Retail Store Interiors - January 1 - February 1
Media placement: Freestanding Newspaper Insert - In Major Newspapers Across The Province - January 1 - February 1
Media placement: Food Pairing And Product Education Guide - In Store - January 1 - February 1
Media placement: Taste And Pairing Wheel - In Store - January 1- February 1

Describe the challenges and key objectives
There were two key communication objectives identified: 1. Educate customers on the variety and complexity of the red wine experience so that ultimately, the spend per customer is increased on each visit while making the customer feel more confident and comfortable about their purchase. 2. Make a powerful statement with colour. February is cold and dull. By playing up red, the promotion will add a much needed warmth and energy to the LCBO stores both inside and out.

Describe the brief from the client
The client brief wanted to communicate the single-minded message of 'know red, taste red, love red'. The desired response was to have customers think of red wine in terms that went beyond the basics. This was accomplished by creating red wine vignettes that evoked a visceral response from the senses: taste, touch, smell and sight.

Describe how you arrived at the final design
Without being overwhelming, we wanted to present red wine as a sensory experience. Aroma, texture and taste were all attributes that were presented in an direct and visually compelling manner. Rather than presenting complicated wine information in a bookish manner, we employed bold, simple, iconic graphics with shades of red resembling red wine, we evoked our target's senses and in doing so, created interest from street level to in-store. Through use of vibrant images of a blooming rose, plump raspberries and cascading silk, we invited our target to draw a connection between red wine and the emotions they evoke.

Give some indication of how successful the outcome was in the market
Overall red wine sales increased by 6.26% over the same period in 2008. This increase was 3.26% above the aggressive plan. The FSI had a clear affect on the purchasing decisions of the consumer. The 34 products featured in the FSI experienced an average increase in net sales of 28.1% over the week prior to the drop date.