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Beringer® - The Taste of Summer

Problem

Beringer had been using its signature tagline "How to Get to Napa Valley" for several years over several different promotions, but the creative was all starting to look the same.

Beringer hired Catapult to identify fresh, breakthrough ideas for their upcoming summer promotional displays.

Solution

Catapult conducted consumer-intercept research to understand the images and thoughts that came to mind when thinking about Napa Valley in the summertime.

Research revealed that consumers equated Napa Valley with great food recipes and refreshing wines, leading Catapult Marketing to develop a tie-in partnership with The Food Network to deliver a custom-published magazine filled with food recipes, Beringer wine suggestions and Napa Valley-specific content that would be offered free, as a value-added item in-store at shelf.

To help extend the thematic and the "breezy" feel of summer, Catapult created a unique cabana display and a wide range of innovative shippers to support the program.

Results

Marketing and sales were thrilled with the new "twist" on the "How to Get to Napa Valley" tagline. Twice as many displays were shipped vs. same period YAG, representing strong in-store acceptance.