Introduction: The goal was clear: position Robert Skalli to be a top 10 brand. This required a comprehensive strategy to enhance brand awareness, communicate prestige, and ignite consumer excitement around Skalli's premium new generation of wines.
Qualitative Insights: Understanding the target demographic—urban individuals aged 30-35 with high income—was crucial.These brand-conscious consumers sought value, status, and sophistication in their wine choices. Skalli's wines needed to appeal to their desire for quality while reflecting innovation and approachability.
Positioning Strategy:
Skalli's wines were positioned as elegant, high-quality products that embodied sophistication and innovation. The brand personality was crafted to be spirited yet approachable, reflecting Skalli's values of trustworthiness and modernity. By emphasizing Skalli's personal commitment to wine-making and his innovative approach, the brand aimed to refresh and enliven the French wine category.
Brand Position: The tagline"Robert Skalli. His wine is his word." encapsulated the brand's essence, conveying trust and deep commitment. It positioned Skalli's wines as a reflection of consumer aspirations for quality and enjoyment. The brand appealed to those who appreciate the finer things in life and seek value and quality in their wine choices.
Execution: Skalli's wines were presented as elegant and innovative, both in packaging and design. This appealed to consumers' desire for sophistication and quality. The brand's cultural values of complexity, approachability, and trustworthiness were communicated through its messaging and branding.
Outcome: The strategic positioning of Robert Skalli yielded remarkable results. The brand gained recognition as one of the top 10 brands, achieving its goal of establishing prestige and generating consumer excitement. Skalli's wines became synonymous with quality, innovation, and sophistication, appealing to discerning consumers seeking premium New World wines.
Reflections: The success of Robert Skalli's brand positioning underscores the importance of understanding consumer demographics and aspirations. By aligning with consumers' values and preferences, Skalli was able to create a compelling brand identity that resonated with its target audience. Through innovation, quality, and a deep commitment to wine-making, Skalli transformed into a top contender in the competitive wine market, leaving a lasting impression on consumers and retailers alike.
