Cavit

Client

Cavit

Year

2009

Type

Media

Challenge

-Leading U.S. wine brand wanted to expand distribution beyond traditional liquor retail channels

Opportunities

-Leading national supermarket channel rolling out with on-premise liquor sales department
-Required proof of brand vitality to demonstrate Cavit’s sales potential outside of traditional spirits retail environment

Media Mix

-Local Radio test – New Jersey markets
-Split :60 unit
-:30 brand messages
-:30 ShopRite I.D./promotion
-Supplemental overlay of bonus DJ on-air promotional mentions and testimonials
-Strong ShopRite customer sales
-Expanded distribution to other ShopRite stores
-Justified continued use of brand/traffic driving radio for ongoing promotional events

Solution

-Integrated branding and retail I.D. promotional program
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SERVICES PROVIDED

Radio