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Thursday, 12 November 2015

On (Re-)Branding and Positioning

A case study on the subject of re-branding and repositioning from the IPA - image from instachaaz

Talking to George Sandeman about his aspirations for port as a more versatile drink than just something at Christmas in a gift box with cheese, I was reminded that there is no shortage of wines (often, but not exclusively old-school) trying to reposition themselves - for various reasons.

Think of sherry, Madeira, Provence, Austria and, yes, port. And that's before you get on to craft beers and gin.

And don't get me started on German Riesling.

For classic wines, especially the food-friendly ones, the solution is pretty standard; improve quality (well done, sherry and Austria), get somms and the off-trade interested and then focus on improving pricing by hand-selling high-end examples to knowledgeable buyers by influencing the influencers.

I mentioned this in passing to a colleague who works in communications for the advertising industry and she drew my attention to an IPA case study.

It shows how a beverage (Ovaltine) moved from being second (of two) in its specific niche (the malted sleep aid market) to gain a slice of a much bigger category (the £1.65bn daytime hot drink market).

Perhaps there's something in here for all those great-but-under-appreciated wines to learn.

Faced with a category in steep decline, Ovaltine needed to recruit younger drinkers and enter a new market space.

Using a six-month sponsorship of ITV3 daytime and various creative solutions, Ovaltine established itself in a different occasion and grew rapidly as a consequence.

It has been estimated the campaign will generate up to £1.12m of additional gross profit in the long term, resulting in a ROMI of 5:1.

Download the paper from the IPA here:


Other related articles
On Wine, Branding And Behavioural Economics
On Sherry's Image
Substance and style - Champagne

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