// INTRODUCED BLUE NUN TO A NEW AUDIENCE
// UPDATED ITS IMAGE AS A 'FUN AND FLIRTY' BRAND
OBJECTIVE
Reach a new audience of 18-25 year old ‘wine virgins’ and position Blue Nun as a drink that is relevant to their lives.
SOLUTION
The Clothes Show Live was targeted as the ideal venue to position Blue Nun as a ‘fun and flirty’ brand to this all important 18-25 year old audience. An experiential bar area was created at the show, to sample to the 190,000 visitors to help dispel any negative perceptions of the brand and introduce its new range of products. A partnership with Virgin Vie was also established to add to the experience with complimentary make-overs. In addition wine was provided backstage at the catwalks for the models, celebrities and pop stars helping to add a touch of glamour to the brand.
RESULTS
The campaign helped position Blue Nun to a new audience and by association placed them alongside other fashionable and respected brands known by the target 18-25 age group. Over 40,000 samples were trialled during the show and 30,000 money-off coupons handed out to the young ‘fashionistas’. In addition, in excess of 6,000 names were data-captured at the show of people keen to learn more about Blue Nun and its wines.