Feb 20, 2018 Great Wine Advertising and the Importance of Effective Messaging
Following last week’s post on messaging and competitive positioning, I came across an advertisement for Chateau Gaby Bordeaux wine. It was the most effective messaging for wine that I have ever seen. The copy read “Pairs nicely with sharp cheese, red meat and wines ten times the price.” This advertising made the wine stand out above the crowd. I am a regular wine drinker and like to drink decent wine and target spending $11-$13 per bottle. I have had an opportunity to taste some top wines but they just don’t fit my budget with three kids in college. So the copy that promises a wine far above its price resonated with me to such an extent that I looked them up online. That is a very strong response. Most wine advertising focuses on the rating of the wine or about how much fun you will have drinking it with your cool friends. I discovered this wine was rated 92 which is high. Since I like red wines from Bordeaux, I am going to try it even though it is priced around $25. That is effective messaging! You don’t have to be a marketing consultant to see it.
Bryan B Mason
Apollo Consulting Group, Newport, RI
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