A new TV ad was created and launched in Ontario to promote the brand. The agent and producer wanted to know the impact of the ad on brand awareness, brand trial thus, on sales.
A web based survey was conducted among Ontario wine consumers to measure brand awareness (after the campaign aired) and to better understand consumer behavior pertaining to wine consumption.
Althought the TV ad was appreciated (after prompted awareness), the study revealed that it missed its target as it was not aired at the right time to reach potential consumers.
The survey also provided valuable consumer profile and U&A information that was useful for future communication efforts and promotion tactics. Australian wines are doign well and this brand keeps its strong market share in the actegory
A wine consumer segmentation was established for the client.