WHO UNCONVENTIONAL CREATIVE MARKETING.
by: William Mazza
This was an amazing parallel marketing projects for Luce delle Vite a very high end Italian wine. The objective was to sell more of the famous Luce wine. Creating a promotion to sell a lower end wine is a very different project as opposed to a high end wine. A lower end wine promo could start by envisioning “Buy one get one free” quantify promos, but when you are dealing with a luxury wine, doing quantiy promotions could diminish the reputation of an iconic wine. So we had to think differently and create a subtle way to provoke the consumer into buying the wine.
We decided to place the wine in other marketing channels. In this case we chose a niche specialty foods channel such as coffee, meats and cheeses. We then posed a question, “How do we find a reason to justify the presence of Luce wine in this new ambient? I thought of finding a closely related friend of wine that was present in the speciality stores and see if the friend could take the hand of the wine into the specialty store. Cheese is a great friend of wine…So I said “Why don’t we create a gourmet cheese paired specially for Luce wine?” We could structure the promotion like this, purchase this unique pairing concept only together! That way we would not be discounting the wine and adding a new product that would be easily placed in that market channel..The deal is that you must buy both the cheese and wine together and neither could be sold singularly. We would be creating an amazing sense of curiosity for both products. The panoramic reason of doing this was to create visibility in the media for Luce wine.
I called in Hansi Baumgartner a Michelin starred Cheese artist and he created an amazing cheese which had a naife sun expressing the gold and Luce logo in 18 kt gold embedded on the cheese. There were other ingredients that Hansi added to characterize the cheese such as because of the location of the Luce vineyard in Montalcino Italy (Close to the sea) there are hints of sea breeze replicated by using wakami seaweed which was used as a buffer to inlay the gold leaf. The black skin was boiled grape skins from the Luce vineyard that was adhered as a paste to impregnate the cheese from the Luce grapes. Prior to the pasting we crushed grape seeds from the grapes and created an oil that the cheese would soak in as well. We used anise dipped with saffron gave it a golden look and feel to further or branding connection. The packaging was a gold chromed paper. Black braided twine and ceiling waxed seal. It was an amazing promotion. So much energy was put into this product. We stand to say that this cheese is the only Cheese in the world that has 18kt Gold leaf embedded on the skin.
If you are interested in doing something important like this for your company feel free to contact me.
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