March 2014
Intermediate to advanced
272 pages
4h 37m
English
Market
South Africa
Descriptor
Digital provides solution for drinks brand in declining market.
The challenge
Globally, the brandy category has been in decline for a few years. So when KWV approached Gloo, the agency recognized the need to bring the brand to the attention of a new consumer – one who appreciates the prestige of a premium brand with a distinguished heritage.
- To reposition KWV three-year-old brandy according to the new strategic statement: ‘Finish Great’.
- Use the notion ‘Persistence Reveals Character’ as a platform to drive the concept.
- Build a database of loyal KWV 3 consumers.
Target audience
Young, black males who are socially active and irreverent. Post-apartheid millennials looking to make their ...
