Constellation Wines Gets 'Naked' With New Line
Constellation Wines U.S. is launching a marketing campaign to support the introduction of Simply Naked, the nation's first complete lineup of unoaked wines.
Simply Naked's portfolio is unique because of its 100% stainless steel aging, which allows the true varietal character to be fully expressed without the influence of oak barrels. The Simply Naked inaugural collection includes the 2010 vintages of Pinot Grigio, Chardonnay, Merlot and Cabernet Sauvignon, all at a suggested retail price of $9.99 and available nationwide starting this month.
The launch of Simply Naked follows a growing consumer trend that names "simplicity" as the latest driving force in new product development, says Nicole Glenn, marketing director for Simply Naked Wines. When the company asked consumers what attracted them to Simply Naked wines, 52% attributed "simplicity" as their main motivation to try the wine and nearly half named unoaked style as the reason they would purchase it.
Marketing uses the tagline "It Takes Confidence to go Unoaked." The notion of "confidence" also fits well with the wine itself, Glenn says. Simply Naked allows the flavor of the grapes to express themselves completely without the need to rely on oak barrel influences.
"To communicate this message, we've created a clever campaign featuring a cheeky grape spokesperson for the brand," Glenn tells Marketing Daily. "Our goal is to build excitement and intrigue around the launch, surprise our target consumers, and deliver the Simply Naked message in a way that sets the brand apart."
Initial marketing focuses on a TV campaign in regional markets throughout New York, Pennsylvania, Texas and Colorado. "Since television isn't a normal avenue for wine advertising, we're looking to use this medium to drive brand awareness, peak interest, and engage with consumers in a fun, approachable style," Glenn says.
Print and outdoor advertising is being executed by our regional teams on a market-to-market basis. All advertising will follow the format of the single grape with clever, fun headlines. "We have also just launched a Simply Naked Facebook page, where our talking grape hosts the site and engages directly with fans in a fun, playful tone," she says.
The San Francisco-based winemaker is the largest wine company in the U.S. based upon sales dollar value. Their portfolio includes Woodbridge by Robert Mondavi, Clos du Bois, Robert Mondavi Private Selection, Blackstone, Ravenswood, Robert Mondavi Winery, Simi, Estancia, Wild Horse, Arbor Mist and Paul Masson Grande Amber Brandy.
The company believes the new line will appeal to a "vast" consumer audience, including those new to wine and wine aficionados. "We did find in our research that female wine enthusiasts (those who entertain at home with friends and consider themselves knowledgeable about wine) ages 25-49 were particularly drawn to Simply Naked," Glenn says. "They are a demographic seeking simplicity as a new luxury."