Challenge
FitVine Wine was introduced into a regional market to serve the health-conscious crossfit and yoga audiences who were being ignored by the traditional wine industry. The goal was to create a marketing strategy and execute it to obtain national distribution and convert and acquire a more diverse audience who were looking for a wine with less sugar, fewer calories and carbs, and no flavor additives.
Solution
First, we adapted the existing brand to fit a traditional marketing funnel defined by business goals and the need to build awareness of the better-for-you wine category. We shifted visuals and messaging away from the predictable wine industry practices to engage the health-conscious, wine-drinking consumer. We developed marketing, advertising, and media plans that would carry the brand messaging and value proposition to data-driven, targeted consumers.
Results
Decreased cost per acquisition by 150%. Increased ACV by 45%. Doubled case volume sales in 3 years.
Agency Squid
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