ToastInnovations(Group5)WritingforMarketing&Advertising

Winter2010

SofiaSparklingWineMediaCampaign

MarketingStrategy

Brand:SofiaSparklingWinesSituation:Thewinemarketissaturatedanditisincreasinglycriticalforabrandtostandouttoaspecificmarket.Sofiasparklingwines,producedbyFrancisFordCoppolaWinery,benefitfromitsworldfamousmoviedirector.Sofia,inspiredbyCoppola’sdaughter,isalineofsparklingwineswithadistinctimageandpackagingmarketedtowardayoungerfemaleaudience.Champagneisthemostwellknownandthecostliestofthesparklingwinesintheworld.However,thereareplentyofsparklingwinesonthemarketthatarejustasgood,butnotascostly.Webelievethatsparklingwineshouldn’tjustbeconsumedonspecialoccasions.Butrather,“forthespontaneous,impromptu,‘justbecause’kindofcelebration.”IntroducingthenewlineofsparklingwinesfromtheFrancisFordCoppolaWinery:SofiaBlancdeBlancs,SofiaRosé,andSofiaRiesling.Charmingandstylish,thesewinesareatributetothe“romantic,ebullientspiritofwomeneverywhere.Perfectlyelegantanddelightfullyrefreshing,eachdelicatewineismadewithitsownblendofcrispandzestyfruitflavors—forfunandfabulouswomeneverywhere.Positioning:Sparklingwineiscurrentlyperceivedasadrinkforspecialoccasions.Ourobjectiveistoincreasemarketshareinthesparklinglinemarketbyrepositioningtheconceptofsparklingwine:byillustratingthatwineisn'tjustforspecialoccasions.OurstrategyistopositionSofiainthesparklingwinemarketasaneverydaytypeofdrink,fromcasualget‐togetherstoanightoutonthetown.Whywaitforaspecialoccasiontocelebrate,wheneachandeverydayisacauseforcelebration?Ourcampaignwillbuildontheproduct’sidentifiedstrengthsanddistinctivefeatures/benefits,bringingawarenessandusagetoalargersegmentofthetargetmarketbyeducatingthemontheexpanded"everyday"usesofsparklingwine.Tagline:“CelebrateEveryday.CelebratewithSofia.”Target:Concentratednichemarketoffemales,ages21‐34.Upper/middleincome.

PrintAd:Objective:TopositionSofiaasadrinkforeverydayoccasions,togiveabriefdescriptionofthedrink,andplacetheproductinasituationtobeconsumed.Concept:Imageofwomenatatableina“brunch”typesituationatoneoftheirhomes(shouldbeanapartment).Onehasaglassinhand,theothers3areonthetable.Womenarelaughing.Thisisalongshot.Productshotisintheforegroundonasidetable.Uncorked.Copy:

• Headline:“Youdon'tneedaspecialoccasiontocelebrate.LetSofiajointheparty.”• Tagline:“CelebrateEveryday.CelebratewithSofia.”• BodyCopy:“Therefreshing,fruitytasteandlighttextureofSofiasparklingwineis

perfectfordayoreveningandbringsthe“special”toanyoccasion.”Strategy:

• Placement:VanityFair,Elle,MarieClaire,People,Allure(andpublicationsofthelike)

• When:May2010Issue(wouldhitnews‐standsinApril)• Why:Thesemagazinestrendwellforourtargetmarket,earlyspringcampaignis

whenpeoplearejustcomingoutoftheirwinterhibernationandgoingoutagain.

BillboardAd:Objective:ToincreaseawarenessforSofiasparklingwine.Concept:BillboardwithgirlsoutinanightclubenjoyingacanofSofiaminiblanc(alongwithtaglineandwebsite.)Copy:“CelebratewithSofiaSparklingWine.ByFrancisFordCoppolaWinery.”Strategy:Placementinmetroareasnationwide.

TVSpot:Objective:TopositionSofiasparklingwineforeverydayconsumptionandtodescribethevarietyofsituationswhereSofiasparklingwinecanbeconsumed.Concept:Seebelow.Copy:TV SCRIPT: Toast Innovations for Sofia

Brand: Sofia Sparkling Wine Class: Marking for Writing &

Advertising

Date: 2/16/10 Project: TV Commercial

Agency: Toast Innovations Title: Celebrate Everyday

: Time: :30 seconds

AUDIO: VIDEO:VO:Everydayisanoccasiontocelebrate.(1)

VO:Rememberingtheoldmemories(1)

VO:Andmakingnewones(2)

VO:Sharingagoodcry(3)

VO:Andalaugh(4)

VO:Forthosenightsonthetown(5)

1:Shotofgirlssittingoncouchlookingatphotoalbum,whileholdingglassesofsparklingwine.2:Shotofasmallgroupofgirlsposingforaphotoholdingglassesofsparklingwine,wearingsomewhatdressyclothes.Afewballoonsarevisibleinthebackground.3:ShotofgirlssittingatatabletalkingoverabottleofSofiawithtissues,atleastoneisteary.Oneisclearlytalking/gesticulating.4:Shotofgirlslaughingoverbrunch,drinkingwine,Sofiabottleontable.5:Afewgirlsputtingonmakeupinfrontofamirror,clearlygettingreadytogoout.Glassesofwineoncounter.

VO:Andspendingsomein(6)

VO:Takingatrip(7)

VO:Andreturninghome(8)

VO:Sometimesit’snotthebiggestormostimportantdaysthatmakethebestmemories.(9)

Withhintsofrosesandfreshfruit,Sofiasparklingwine’slight,butdelicioustasteistheperfectchoiceforthosecasualtimesspentwithfriendsandfamilythatarealwaysworthacelebration.(10)

VO:CelebrateEveryday.CelebratewithSofia.

6:Shotofgirlsinpajamas,watchingamovie,drinkingwine,eatingpopcorn.

7:ShotofgirlslyingonpoolchairsintropicalparadisetoastingglassesofSofia.

8:Shotofonegirlstandingnexttoasuitcase,anotherbeside.Signwith“WelcomeHome”overkitchencabinets.Bothgirlshaveglassesofwine.

9:Slowpanshotsofgirlslaughing,eating,hangingout.

10.Fadetoscreenshot.WhitescreenwithbottleofSofia.Wordssay“CelebrateEveryday.CelebratewithSofia.”Followedbywww.franciscopplawinery.com

Strategy:

• Placement:AmericanIdol,ProjectRunway,Grey'sAnatomy,PrivatePractice,LifetimeChannel.AlsoMTV,VH1,E!Entertainment,andBravoshowsthataregearedtowardfemaleaudiences(likerealityshows,forexample)

• When:Daytimeandprimetimeprograms.Spring/summercampaign.• Why:Televisionadtargetsyoungfemaleswithactivelifestyle,wherefriendshipand

socializingareanimportantpartoftheirlife.

RadioSpot:Objective:TointroduceSofiasparklingwine,toprovideadescriptionofthewine,andplacetheminavarietyofsituationsinwhichthesparklingwinescanbeconsumed.Concept:Theradioadpaintsadescriptionofafew(ofthemany)occasionstopopopenabottleofSofiasparklingwine.ConsistentwiththeTVspot.Copy:

• Soundeffectsinthebackground:Bottlepoppingopen.Soundofsparklingwinepouringintoaglass.Lightlaughteroffemalevoicesandsmalltalkfaintlyhearinthebackground.Glassesclinkingtogetherinatoastamidlaughter.

• FemaleVoice:"Anewyear.Abirthdaycelebration.Anewjob.Allgreatreasonstobreakopenthebubbly.ButSofiasparklingwinemakeseverydayspecial.Withhintsofrosesandfreshfruit,Sofia'sdelicatelylightanddeliciouslyrefreshingtasteistheperfectchoiceforthosecasualtimesspentwithfriends.Timesthatarealwaysworthcelebrating.Sothenexttimeyougatherwithfriends,besuretoinviteSofia.CelebrateEveryday.CelebratewithSofia."

• MaleAnnouncer:"SofiaSparklingWines.www.franciscoppolawinery.comMustbe21yearsoroldertodrink.Enjoyresponsibly."

Strategy:

• Placement:Top40formats.102.7KIISFM,103.5(intheLosAngelesarea),forexample.

• When:morning(6AM‐10AM)onthedrivetowork,evening(4PM‐8PM)onthewayhome,andontheweekends.

• Why:Thesetypesofradiostationsaretheonesthatourtargetaudiencewillbelisteningtoontheirwaytoworkandontheirwayhome(whenmorelistenersaretunedin)

TwitterTweet:Objective:Toincreasefollowersfor@SofiaWine,andincreasetheamountofretweetsforourtweet.Concept:Promotionalgiveawayforfollowersandencouragingfollowerstoretweettotheirfriendsandfollowers.Thebit.lylinkleadsfollowerstoamicro‐sitetofillintheiranswer&enterthepromotionalgiveaway.Copy:"Whatdoyouconsideraneverydaycelebration?FollowandRTw/youranswer.Rules:http://bit.ly/9EYLgW"Strategy:

• Placement:Twitter• When:Onetweetadayfor30days,forthedurationofthecampaign.• Why:Ourtargetaudienceareyoung,trendy,andtech‐savvyfemales.Alarge

numberofthemspendaconsiderableamountoftheirdailyleisuretimeonsocialmediasites,andTwitterisoneoutletwherewecanreachthem.

Micro­Site:Objective:Forwebsitevisitorstofillintheformonthepagetoentergiveawaypromotion.Concept:WebsitedesignmatchesSofiacampaignwithpinktones,includesphotographofSofiasparklingwines,andaformforvisitorstofillouttheircontactinformation(alongwithabutofdemographicinformationaboutthemselves).Themicro‐siteshouldlooksimilar/identicaltoaprintad(forconsistency).Oncevisitorssignup,theywillbegivenaconfirmationmessagethattheyhavebeenenteredintothegiveawayandalsoapromotionalcoupontoprintoutandtaketonearestparticipatingstorefor20%offabottleofSofia.Copy:“Everydayisanoccasiontocelebrate.Soeverydayforthenext30days,wewillbegivingawayabottleofSofiaBlancdeBlancs.Justbecause.”Strategy:

• Placement:Sofiamicro‐site• When:N/A• Why:Sofiawomenareyoung,trendy,andtechsavvy.Ourtargetaudiencespends

moretimeontheInternetthaninfrontoftheTVorlisteningtotheradio,soamicro‐siteofferingagiveaway,aswellasinformationaboutthewineistheperfectplacetogrowawarenessabouttheSofiabrand.