Bartenura
Case Study
Marketing campaign for a beloved brand of kosher Moscato
Consumer Goods
the challenge
The instantly recognizable Bartenura blue moscato was a frequent, beloved guest at festive family meals in Jewish households everywhere.
Royal Wine, Bartenura’s parent company and the largest Kosher wine distributor in the world, approached us with a twofold objective.
They needed to maintain and fortify their command of the Jewish market, while simultaneously expanding their market share into the broader wine market, a more complex market to penetrate.
what was their next?
To solve this challenge, we developed and launched the now iconic “Out of the Blue” marketing campaign that was more than just a play on words, but rather a powerful platform for the brand to expand upon.
To us, wine represents togetherness and festivity, a way to give and bond. To that end, we used the ads to encourage people to come together, to explore and share the goodness of a bottle of Bartenura with someone “out of the blue”, at any time and place – no reason necessary.
The message was - you don’t need a reason to pop open a bottle - out of the blue is reason enough.
Unique gift packaging reinforced the idea of Bartenura as something to share with others and was places strategically in store and at point-of-sale displays, allowing the messaging and campaign to come full circle.
the process
the results
Utilizing traditional print and outdoor media we built and acquired brand love, using seasonal applications to create an aura and allure surrounding the brand. At bus stops, on billboards, in magazines and newspapers, the market grew to know, recognize, and love Bartenura at every turn.
We’ll raise a glass to that. Cheers!