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This family-owned wine importer had a marvelous
product portfolio, but was lacking national distribution
and awareness, while several producers were
threatening to leave. DCI quickly saw that a show of strength to trade and producers alike was required, via a sell-in and sell-through communications program.
Despite a modest budget, DCI designed a campaign
to promote individual producers (who helped fund
the marketing) and the Opici brand simultaneously—
integrating trade advertising, publicity, collateral,
point-of-sale material, events, web marketing,
sponsorships, and promotions.
REAL RESULTS
The program generated several extremely favorable
radio interviews for key spokespeople, positive on and
offline editorial coverage and a public television
sponsorship with 40 x 30 second spots.
More important, it branded producers as well as
Opici. Now all the producers involved are upping their
budgets, while those who didn’t participate are
clamoring to be included. In addition, this engendered solid relationship building with key influencers in the beverage community.
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T: 212 660 6785