Sell in to the retail trade, by creating demand with the consumer in the key Thanksgiving holiday season for Santa Cristina, their mid-range Tuscan wine.
Create a playful scenario using Italian words to speak of the merits of the wine.
“Santa Cristina. Do you speak Tuscan?”
The campaign was totally successful. Executed in radio, print and POS, sold in and sold out inventory for the Thanksgiving season, was modified, ran through the Christmas season and repeated the next year to continued success.