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FitVine Wines

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THE SCOPE

FitVine Wine was introduced into a regional market to serve the health-conscious crossfit and yoga audiences who were being ignored by the traditional wine industry. The goal was to create a marketing strategy and execute it to obtain national distribution and convert and acquire a more diverse audience who were looking for a wine with less sugar, fewer calories and carbs, and no flavor additives.

  • Roles

    Research

    Strategy

    Consumer Segmentation

    Brand Planning

    Marketing

    Advertising

    Creative Production

    Paid Media

    Shopper Marketing and Sampling

  • Deliverables

    Marketing & Branding Strategy

    Branding/Art Direction

    Copywriting/Brand Voice

    Videography/Photography

    Digital Presence

    Website Design

    Integrated Campaign Strategy/Launch

    Reputation Management

    Social Media Management

    Content Development

    In-Store Experiences

    Sales Team Support

  • Client

    FitVine Wine

  • Company Type

    B2C / B2B

    Adult Beverage

    Wine

THE CHALLENGE

The wine industry is steeped in history and tradition. To disrupt that kind of institution is not an easy undertaking. FitVine wines were specifically crafted with less sugar, fewer calories and carbs, and no flavor additives. The key was to convince distributors to carry a better-for-you wine while engaging and converting health-conscious consumers across wine, beer, hard seltzer, and spirits categories.

THE SOLUTION

First, we adapted the existing brand to fit a traditional marketing funnel defined by business goals and the need to build awareness of the better-for-you wine category. We shifted visuals and messaging away from the predictable wine industry practices to engage the health-conscious, wine-drinking consumer. We developed marketing, advertising, and media plans that would carry the brand messaging and value proposition to data-driven, targeted consumers.

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When disrupting a staid industry and launching an innovative product offering, it is crucial that the brand position is manifested powerfully, uniquely, and consistently across all communication vehicles and media outlets from sales to distributors through social and retail environments.

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POSITIONING

  • SALES

    Educating a sales team in understanding the brand and how it responds to an underserved audience helps win over distributors and get product on their shelves. Our experience in the industry gives us first-hand insight in maneuvering this complicated relationship.

  • Retail

    Leaning heavily into “white space” to communicate the clean characteristics of the FitVine wines, we adopted strong, color-blocked imagery and elevated the brand attributes to capture the attention of our target audiences.

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  • Media Planning

    It was important to design a media mix that focused on broad segmentation awareness and conquesting supported by a micro-targeting breakout to reach specific audiences organically.

  • Digital

    To be true to the brand position and keep consistency across all communications, we created content to support the color-blocking and playful feel to retail pieces to help guide and reinforce consumers from initial brand awareness to in-store activations.

  • Traditional

    Adhering to a strategic structure that can easily be updated, we constantly collect and evaluate data as we develop creative based on what we learn from the digital content.

  • Social

    Keeping consistency across all channels was extremely important since FitVine needed to elevate its brand awareness whenever possible. We developed social content that fit a structure to always evolve but adhere to a certain look and feel consumers could engage with.

Drink Wine. Not Sugar.

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CAMPAIGN

  • Strategy

    TBD

  • Campaign

    TBD

Brand Evolution

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    TBD

  • Title 2

    TBD

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RESULTS

  • 200k Case Increase

    In the first two months of new creative and media, FitVine Wine saw a 650%+ uptick in the website product locator with sales increasing 5x from the previous year (an average of $200k sales per month with the highest total being $1.2MM) – resulting in over a million dollars in online sales.

  • BRAND BUILDING

    Marketing support led to an 18% increase in brand awareness from 2020-2021 in addition to increasing the retail ACV by 40 points to 51%. Time on our newly designed site increased by 45 seconds, bounce rate was reduced by 30%, and conversion rate increased by 25%. Marketing and sales worked together to gain national distribution and key brand partnerships with Kroger, Costco, Publix, and Target.

“IF YOU CAN’T HAVE A GLASS WITHOUT FEELING IT THE NEXT DAY, FITVINE COULD BE A BETTER OPTION FOR YOU.”

— SHAPE MAGAZINE

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  • Credits: The Team

    Interim CMO & Planning Director: Miles Marmo

    Creative Director: Brent Marmo

    ACD: Adam Ramerth

    Producer: Taylor Sommerville

    Designer and Producer: Braden Schlegel

    Illustrator and Designer: Larry Fulcher

    Copywriter: Alex Frecon

    Creative Lead: Tanya Jacobson

  • Partners

    Videographer: Kellen Witschen

    Production: 8th Street TV

    Media Planning: True Media

    Programmatic Media: Coegi

    Brand Analysis and Data: RADar

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