Wine producer Clos du Bois is romancing shoppers this month with a comprehensive Valentine's Day campaign that also features an American Heart Month tie-in.
Dubbed "Kiss & Tell," the campaign consists of love-themed P-O-P displays that direct shoppers to a promotional web site supporting WomenHeart, the National Coalition for Women with Heart Disease.
In-store displays include a spectacular, window clings shaped like kisses and posters that read, "One sure way to a woman's heart," in an effort to draw a connection between heart health and red wine.
The spectacular sets a romantic tone with a fake fireplace, roses and signage that employs the company's tagline, "All the French you need to know," and additional encouragement to "Do what the French Do. Surrender." Bottle neckers and tearpads on signs direct shoppers to the campaign's web component, KissAndTell.com. The bottle tags also offer a $5 mail-in rebate on a flower purchase.
At the web site, visitors share and rate "kissing stories" to win a trip to Paris and can also send Valentine e-cards. Clos du Bois will donate $1 to WomenHeart for each card sent, and promises a minimum donation of $50,000 (and a maximum of $75,000).
"The [P-O-P] is found in virtually every state in the U.S. across the range, from grocery chains to independent wine stores," says Jason Daniel, Clos du Bois' director of marketing. About 250 stores will showcase the spectacular and approximately 1,500 will carry the base and case cards from February through mid-March.
Healdsburg, CA-based Hamilton Partners developed the campaign, with San Francisco-based Traction Corp. executing the online component.Published: February 2008
Source: In-Store Marketing Institute
No comments:
Post a Comment