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Libby is a new “better-for-you” bubbled wine that challenges the traditional conventions of the wine industry. Libby wanted to create a bold on-premise campaign that educated consumers on the new world wine and begin taking on national distribution.
Roles
Research
Strategy
Consumer Segmentation
Creative Direction
Creative Production
Deliverables
Marketing & Branding Strategy
Branding/Art Direction
Copywriting/Brand Voice
Videography/Photography
Shopper Marketing
Point of Sale Design and Development
Digital Media Asset Design and Development
Client
Libby Light + Bubbly Wine
Company Type
B2C / B2B
Beverage Alcohol
Wine
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OPPORTUNITY
In 2023, Libby will be selling three blends (white blend, rosé blend, and red blend) through the traditional wholesale network in standard 750ml bottles as well as “on tap” (in kegs) through the off-premise channel. Because Libby carbonates their wines during bottling, the brand saw an opportunity to replace slow-selling, on-tap beer.
INNOVATION
Wines traditionally, because the requirements they need, have to set up their own line systems parallel to the tap beer line. As on-tap beer has been diminishing, lines for new products have opened up. This delivery system also addresses the age-old issue of on-premise accounts wasting product that goes bad after a day or so of being opened. Libby is manufactured and kegged so it can be placed within on-tap beer lines without any additional effort from accounts.
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THE CHALLENGE
Having the constraints of a startup company, the goal was to create a concept that effectively could double as both a B2B and a B2C campaign with simple messaging structures to help educate our audience quickly. From that, a campaign was concepted, designed, and produced to show the Libby difference and prove that a low-alc, low calorie, perfect pour every time wine was where the category should head.
THE SOLUTION
Breaking into the adult beverage channel is tough, especially wine. Overall, the category has been flat or declining the last 20 years, making it the toughest category within the industry to enter. Libby Wine was looking to innovate and challenge tradition by providing a carbonated option at lower calories and ABV that can be served on tap. The goals were to educate on-premise accounts and potential consumers on this new brand, and align it with their lifestyle/business in order to gain traction nationally.
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RESEARCH
Competitors
The segment of low/no-alcohol wines is growing as consumers continue to place a greater emphasis on their health. However, wine on tap is a much smaller category in the wine segment because it typically requires special equipment. Our research began as we dove into high-growth low/no-alc beverage options (wine and otherwise) and compared it to tap lines (mainly beer) that were decreasing revenue. This gave us a clear picture of what the category was doing, where it was trending, and how to take advantage of the domestic beer downturn.
Consumer Segmentation
Consumers who focus on their own health are directing brand innovation across many categories, but wine is different. The wine category itself has been traditional, staid, exclusive, and elitist. We saw that we needed to understand the behavior traits of this segment and present this new on-tap, low- alc option in language that resonated with them.
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BRANDING
Strategy
Our strategy began with defining the category opportunity, addressing our ideal consumer, and engaging them to trial. Our extensive competitor audit with a focus on low/no-alc wine and tap beer helped define the “white space” Libby could own. Combining this with the consumer segmentation and the solution began to take shape in the form of a brand vision, manifesto, and persona.
Identity Evolution
While the identity had been created, the brand platform had not been clearly articulated. Packaging and logo were a given, but the messaging and visual identity needed to significantly evolve to provide messaging flexibility and create a brand expression that Libby brand own.
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CAMPAIGN
Strategy
After investigating several options, we landed on “Keep it light with Libby.” Given the wine category tends to overcomplicate, over explain, and alienate those “not in the know”, we wanted Libby to remove the stigma associated with traditional wines and get back to what wine is about - bringing people together. To accomplish this, we shifted messaging across all touch points – to the consumer as well as to the distributors and on-premise opportunities – to present Libby as approachable, fun, and supporting the segment looking flavorful, low-alc options. We use disruptive and unique messaging and supporting visuals to educate a consumer and on-premise outlets on why they should engage in this brand.
Execution
The “Keep it light with Libby” theme was created to break down barriers and support the goal to make the brand approachable. The visual style was 4 distinct illustration styles that blended together to represent the complete Libby story with different emotional cues and visual representation. We took these styles and applied it across a dynamic, custom system to account for different on-premise accounts, paid media activations, social, and retail signage.
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RESULTS
Campaign Launch
This colorfully light campaign just launched. Check back soon for performance details.
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Credits: The Team
Strategic Planning Director: Miles Marmo
Creative Director and Designer: Tanya Jacobson
Lead Designer: Nouchi Yang
Copywriter: Ryan Inda
Partners
Animation: Noah Lawrence-Holder
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