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Project: Bordeaux Repositioning

How does a legacy brand like Bordeaux remake itself in the US market where California wine is king, and where Frenchness is both a boon and a liability?
Solution: While all the details can’t be exposed of this ongoing campaign, I identified several key factors along the purchase chain and in the perception of the word Bordeaux itself. I wasn’t rebranding a brand, but a region and at the most basic level a heavily associated word. By conducting focus groups from coast to coast as well as tons of research from online surveys I came up with a strategy that hits practical and socio-cultural needs and leverages social media activation in an organic way.
Results: The campaign is now in the hands of the talented people at Creativefeed for execution, and you’ll be sure to see the work out and about.
Role: Strategic Brand Planner, Digital Strategist, Scenario Planner, Researcher