Ste Michelle Wine Estates - New Corporate Identity
We introduced this new corporate brand identity (logo) to all of our employees and stakeholders in September 2020. This was more than a logo, it was a new purpose, new strategies and a new north star for the organization.
The Marketing Transformation of Ste Michelle Wine Estates
2019-2021
This work was integral to the sales of the company to a Private Equity firm in October 2021 for $1.2 billion.
The new Chateau Ste Michelle Campaign
A brand that was ripe for Premiumization
Objective was to make the premiumize this leading wine brand and drive relevancy with a new younger more diverse consumer base (without annoying our existing buyers).... and drive brand growth and profits.
The Complete Relaunch of the 14 Hands Winery
Relaunch happening in H2 2021 AND 2022
14 Hands has been one of the past 10 years success story of the US Wine Industry, reaching over 2 million cases in 2015. It is the second largest brand int he Ste Michelle Wine Estates portfolio. However, the brand had lost it edge and it was aligned to reposition the brand to speak to a new generation of wine drinkers. The 14 Hands brand personality is fun, laid-back and does not take itself seriously.
The Laughing Cow
New Campaign to reverse sales decline around the idea of Healthy Snacking
The Laughing Cow success story in the USA was linked to the Atkins diet in the early 2000's. But the brand started declining and lost its momentum. This campaign helped rejuvenate the brand and turn sales around by talking to a larger audience and introducing innovative formats (Cheese Dippers and Cheese Cups).
Campaign for The Laughing Cow "Cheese Dippers"
Boursin Gourmet Cheese
Short Campaign used exclusively digitally to reach "Epicurious Enthusiasts"
Martell Cognac
Martell Noblige - The Cognac for up and coming Chinese Professionals
Cognac is by far the most prestigious spirit. Martell Noblige was designed to be a symbol of good taste and style among the next generation of Chinese business people. Noblige was a key success factor behind Martell's leadership in Asia.
Martell XO
NEW CAMPAIGN DIRECTED BY RENOWNED MOVIE DIRECTOR JAMES GRAY
The "Brand Compass" was developped around the notion of Elevation. The brand signature is "Rise Above" (with Martell XO).