In 2009, Bordeaux faced a challenging marketplace. Many of the world's regions had begun producing high-quality low-cost wines that were flooding the US & Europe. So, in a competitive shoot-out Bordeaux asked: we are well known for our more expensive products; how can we reach a younger audience with a wide-range of excellent wines priced below $25?
CreativeFeed answered that challenge by overhauling the brand strategy and creating a digital-first marketing plan that worked so well it’s still going strong 7 years later. Successive campaigns in print, online, mobile, outdoor (including taxis and subways), strategic partnerships with online wine communities like Snooth; offline events with Wine Riot, Lobster Roll Rumble, Harlem Eat Up, and Le Wine Buffs, (our own Influencer initiative with culture savvy somms), press trips, press coverage, prolific social media content, and community management in 5 countries -- all delivered the energy, engagement and demand that Bordeaux had not seen in 1,000 years.