Overview
As wine innovators, Latitude Beverage Company sources excess wine from top vineyards around the world to sell under a new label at friendlier prices. After revolutionizing the bottled wine world, Latitude saw an opportunity to jumpstart the growing canned wine category with Lila, the first ever premium canned Provence Rosé, Marlborough Sauvignon Blanc and Italian Pinot Grigio.
Assignment
Latitude Beverage Company sought out marlo marketing to launch Lila and ensure it became “the” go-to premium canned drink for millennials seeking style and convenience for Summer 2016. Collaborators from the very beginning, marlo marketing led the product launch strategy from the actual can design to media relations, sampling opportunities and influencer seeding.
Strategy
- Launch Latitude Beverage Company’s first premium canned wine, Lila, through a highly creative campaign designed to generate earned media coverage with top national and regional spirits and lifestyle outlets.
- Roll out a teaser campaign one month prior to launch, comprised of anonymous postcards sent from the wine varietal countries of origin sent to top tier media to generate buzz and pique curiosity. Postcards were followed up with memorable product mailers designed to look like beach coolers, featuring the new Lila Wines and branded summertime swag.
- Coordinate two full days of deskside media appointments in NYC for Latitude Beverage Company founder Kevin Mehra, timed to result in media coverage right at launch.
- Target a variety of verticals to dominate summer coverage with consumer/lifestyle, entertainment, outdoor, entertaining, women’s interest and trade outlets among others.
Results
128+ regional and national media hits in 5 months
356M+ earned media impressions
24K cases sold in 5 months; sold out status
