How does a legacy brand like Bordeaux remake itself in the US market where California wine is king, and where Frenchness is both a boon and a liability?
While all the details can’t be exposed of this ongoing campaign, I identified several key factors along the purchase chain and in the perception of the word Bordeaux itself. I wasn’t rebranding a brand, but a region and at the most basic level a heavily associated word. By conducting focus groups from coast to coast as well as tons of research from online surveys I came up with a strategy that hits practical and socio-cultural needs and leverages social media activation in an organic way.
The campaign is now in the hands of the talented people at Creativefeed for execution, and you’ll be sure to see the work out and about.
Strategic Brand Planner