Lockdown forced us to buy booze differently
Wine home delivery was once just seen to be for a middle-class and middle-aged audience, but suddenly during lockdown, it became a way of life for younger, more urban wine lovers. So, how could we move Laithwaites from red-chino wearers with wine cellars to Instragrammers obsessed with Rosé o’clock?
We delivered that Wine Cellar Feeling for normal people
Using our core strategic idea of "anti-wine snobbery," we swirled together good old-fashioned humor with a dash of cultural zeitgeist to show that you didn’t need a wine cellar to enjoy a Sancerre. And by getting a bit punchy with the people who were causing our image problem, we uncorked a fresher, more approachable brand in our TVCs, social and CRM. We proved that Laithwaites has all the quality, without the snobbery.
And served up magnum-sized results
Unprompted awareness rose from 8% to 20% – and 70% of our audience said they’d be more likely to consider Laithwaites. And we poured out a full-bodied ROI of £4.43 sales for every £1 spent. Cheers to that.