CLIENT: A. Hardy USA is a national premium wine and spirits import company.
Challenge: Design and develop tools to help educate retailers and restaurants about new brands A. Hardy was bringing into the marketplace, including Belle de Brillet Liqueur, Single Malt Vodka and Esprit™ Classique.
Process: Desert Rose Design created a Go-To-Market Plan that focused on using brand recognition throughout three separate product promotions. We first met with key staff members to identify the needs, expectations and target markets. We then performed a competitive analysis to define the products’ personas and establish the differences between them and other similar products. We presented a Go-To-Market Plan that included a defined goal, an itemized list of tactics and a schedule for program delivery.
Since the plan focused on three separate products, we created individual campaigns for each product. We designed a neck booklet and a drink recipe card for Belle de Brillet. To convey the flavor of the liqueur, we created the neck booklet in the shape of a pear. The drink card utilized the same imagery as the neck booklet to keep the brand recognition.
We created a shelf talker for Single Malt Vodka. The vodka market is extremely difficult to break into, so it was important to play up its ingredients and the distillation process to set it apart from other high-end vodkas such as Grey Goose and Absolut.
Esprit™ Classique was an entirely new product. We had to work with A. Hardy on product positioning and give creative suggestion on how we would photograph the product. We had to use brand recognition from its mother brand, Extase®, in order to create a sell sheet, drink card and shelf talker.
Results: According to President, Mark Levinson, the product campaigns were significant because they resulted in a big increase in awareness in both our distribution channels as well as with consumers. Our product marketing efforts have increased sales for each of the brands.