Marketing Challenge
To launch their newest innovation, Wine In a Can, Arterra asked VIBRANT to create a strategy that would place both Bodacious Wine and Naked Grape directly in front of a female demographic. We searched for stand out moments when consumers would be seeking alternatives to beer. What better place to do so, than the Toronto Festival of Beer! We went bold by being the first ever to introduce a wine brand to the Toronto Festival of Beer. With more than 400 different brews available at the festival, Bodacious and Naked Grape stood out by offering an alternative to beer and receiving exclusivity in the wine category!
Solution
VIBRANT developed a multi-pronged approach in order to pleasantly surprise festival attendees with a beer alternative. Our experience features a two-story cube, multiple games, two separate lounge areas, a VIP deck overlooking the stage, a misting station, the only brand on-site with custom branded glassware, and held exclusivity in the wine category at the festival. The experience disrupted the landscape of the festival, with an incredibly positive reaction from consumers to not only supply an alternative option to beer, but to be among the first to see ‘wine in a can’ by Bodacious and Naked Grape and take home their own wine glass.
Results
Over the three-day festival: over 30,000 impressions from consumers on-site, more than 12,000 samples of wine samples were distributed and average engagement time at the activation was over 9 minutes. Consumer feedback was incredibly positive, with festival attendees remarking on how much the activation stood out amongst the rest, as well as how fantastic wine was as an alternative to beer at the event and ultimately driving these consumers to purchase in-store.
Our experience features a two-story cube, multiple games, two separate lounge areas, a VIP deck overlooking the stage and a misting station.
