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Carlo Rossi: Jug Simple
Carlo Rossi's iconic wine jug has been a staple on American shopping lists for decades. However, with its core consumer base growing older and the proliferation of new wine brands, the large-format wine category struggled to hold its ground at retail. Carlo Rossi needed a radical refresh to stay relevant. We needed to expand the market to a younger, more influential consumer, while remaining true to the value of the wine category's most enduring brand.
Our work took Carlo's simple, straight-forward philosophy on life and wine but modernized it for a newer, much different consumer.
Jug Simple celebrated the jug itself. At its core was an actual living room set of furniture made from empty Rossi jugs. Simple and functional, while also unique and inspiring, the furniture collection felt like something Carlo himself would've created and it provided the basis for all other campaign elements.
The campaign's largest media element was a nationwide tour to some of the most creative events. We let thousands of people literally surround themselves with the campaign and experience "Jug Simple" in a very personal way with friends at their own community events.
By treating the campaign as a creative expression in its own right, the brand was able to mirror our consumer's approach to their own creative lives. Carlo Rossi was immediately "in" with a very fickle crowd of influencers. Soon, our consumers invited Carlo to the party, rather than Carlo inviting them.
Tens of thousands encountered the furniture first-hand. Millions more were exposed online (over 6,000 friends on MySpace), through word of mouth, and PR (over 12MM impressions in publications like USA Today, DIY and ReadyMade). In a declining category, Carlo Rossi's market share increased steadily and we allowed consumers an opportunity to participate in defining the brand for a new generation.
Credit Information
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Client: Carlo Rossi
Agency: Cole & Weber United
Budget: <$1MM
Date of Campaign: 2006
Case Study URL: http://cwunited.com/default.aspx#page=work&id=rossi
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