Partnership Marketing
Partnership Marketing
Blurring the lines between art and wine
Intro
Wine and art might have more things in common than you would think. Similar to art, wine is open for individual interpretation. It can be described as edgy, light or even intellectually stimulating. It may evoke emotions of joy or dislike. Finally, it has the power to connect people and spark conversations.
Project
Brancott Estate’s partnership with Benjamin Craven, an up-and-coming designer, was a successful attempt to blend wine and art together. Ben’s signature style of clashing colours, breaking patterns, and heavy use of geometric lines shined through Brancott Estate’s identity in a form of a limited-edition label.
My Role
Each of the four limited-edition variations not only had an amazing shelf stand-out, they also told a unique story about the brand and the artist.
I joined the project right after the limited-edition label was finalized. My first task was to get out a formal commitment from the countries that were considering to launch the limited-edition. This was not always easy. Often, Brancott Estate was not a priority brand, marketing managers were busy with their day-to-day tasks and sales teams were hard to get hold of. As a result, I tried to win over their trust with super responsiveness. I adjusted my meetings to 6 different time zones, made sure to reply with 24 hours, and spiked marketing and sales manager interest in the product through engaging presentations.
Results
In the end, my team and I managed to secure the key markets and the limited-edition was up for grabs in the US, UK, the Netherlands, Ireland, Russia, and Australia. To date, it is the biggest limited-edition within Pernod Ricard wine portfolio.
Key Learnings
What I enjoyed most was developing a global marketing and PR strategy. The marketing team in Russia wanted educational content for their suppliers and media partners, USA was after high visibility in the supermarket aisle, UK needed an experiential event to engage with and gain media exposure, and Australia went for a strong digital campaign to build awareness. My job was to attend to those needs and come back with ready-made solutions. This allowed me to work closely with global PR, Digital, and Consumer Insights teams and learn from their expertise.
Overall, it was an extremely creative and exciting project. I learned a ton and remembering the launch party still brings a smile on my face.