How do you convince consumers that it’s okay to uncork a bottle of Pinot Noir during a traditionally beer-centric occasion like a Super Bowl party? This became our task when Treasury Wine Estates asked us to design their Super Bowl Retail promotion for Cellar No. 8 Wines.
We set the tone of the program by turning the wine-snob persona on its ear. The case card we designed depicted a football player holding a bottle of wine along with glasses accompanied by the copy : “Forgot the Wine? Rookie Move.” Varietal-specific bottle toppers paired each wine with a tailgate food items like quesadillas and bratwursts. These food & wine pairings helped create cross-merchandising opportunities for grocers thus increasing its odds for retailer buy-in. Cellar No. 8 branded pole toppers shaped like yardage markers and stadium-shaped t-displays were also created to facilitate mass-displays for larger retailers.