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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.
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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. FitVine Wine officially sold to O'Neill Wine & Spirits in their plan for continued growth.
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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