Simply Naked Sampling Experience
A new business pitch led to winning a pair of projects with Constellation Brands for Arbor Mist and Simply Naked Unoaked California Wines. While sampling isn’t necessarily the sexiest of marketing tactics, we set to prove that it can be smart, strategic, creative, and impactful. Above all, we over-delivered with the goal of earning our new client’s trust and growing the business.
Creative concepts
We tossed out any preconceptions of who our potential shoppers may be, their experience with, and attitudes toward wine. We presented four program concepts, each offering a unique “way-in” for our guests:
Simplify Something
The “simple is best” approach Simply Naked’s winemakers take can help consumers to find a great tasting wine, put together an effortless dinner. Perhaps we can simplify other aspects of their lives as well?
CTA: Simplify Tonight with Simply Naked.
Simple Speak
It’s just not right the way most wine talks to you. No more mumbo jumbo. Simply Naked always gives you the straight talk about wine.
How it’s made. What it tastes like.
CTA: Speak Simply and carry a crisp Sauvignon Blanc.
Want Oak with That?
Clearly show what a lot of women taste – they don’t like the taste profile of oak. Disrupt shopper behavior and attract tasters by creating, showing other familiar food products that would not be as appealing if they were ‘oaked’. Oak aged water. Oak yogurt. And of course oakmeal.
CTA: Get Over Oak with Fruit Forward Simply Naked.
The Simple Truth
The Simple Truth about wine is, drink what you love. Not what a critic or connoisseur tells you to love. And when you make wine simple, you have more time for friends, family, and of course, yourself.
CTA: Learn the Simple Truth about Wine Tasting.
In-store experience
The client responded best to the “Simply Something” concept, so our communication focused on how a great-tasting wine can elevate an any-night dinner. We jumped at the opportunity to partner with Kraft Fresh Takes – allowing us to sample wine with hot food and present an easy, flavorful dinner scenario. The sampling fixturing needed to be cost-effective and easy for a BA to set up and toss into the back of a small car.
Sample Brand Ambassador Script
Simply Naked Ambassador: Hi, we’re sampling Simply Naked wine today. Have you had our wine before?
Consumer: No, I’m not familiar with it.
No worries. We call it Simply Naked because unlike a lot of wines, ours is unoaked. That means we don’t age it in oak barrels so you taste a fresh, fruit-forward wine flavor. What kind of wine do you like? Mostly red, but it depends. I know – totally depends on your mood. We have a rich, full-bodied red and a more medium fruit-forward red. I’ll try the full-bodied. What did you think?
The fruit really stands out.
That’s what makes us different – we’re proud of the grapes, we’re not here to stand in the way of fruit. But we are staying true to simplicity.
Digital and social
Our digital companion supported the sampling agent with highly visual wine and food pairings and easy Kraft recipes. It also aided our KPIs of building their followers on social media.
Takeaways
Ambitious from the start, we kept the trend of “over-delivering” throughout. With all the content around meal and home event planning we discussed in the concept phase, we pitched and produced a mini lifestyle magazine to give guests a holistic portrayal of how to enjoy the wine. Additional takeaways included coupon recipe cards and branded wine accessories.
(Team credit: AD: S. Resta, GCD + copy: K Gosselin, Production: Momentum)
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