Mano’s Wine was frequently taking on the identity of their latest collaboration. The brand lacked a connective tissue that would build brand affinity and turn shoppers into brand enthusiasts. We crafted a story that tied all of their innovation and ideas together in a way that celebrated the experiences they were creating.
At Bernstein-Rein, we believe retail intelligence comes from consumer insights, a true brand purpose, and half a century of unrivaled experience. We put these beliefs together to accelerate growth. This approach is called Retailigent™ – it's what drives our work every day.
Brand awareness coupled with ROI can exist in the same strategic architecture. Both are driven from consumer insight, a collaborative environment, and a mindset of creating brand connections.
Mano’s Wine specializes in artisan wine bottles featuring designs for various entities — professional sports, collegiate teams, entertainment licenses, as well as lifestyle celebrations.
Understanding decreased trends in alcohol consumption and new focus on casual drinking experiences, we pinpointed the continued desire for connection and personalization. Our brand strategy centered on the joy of celebrating what brings consumers together, and the commitment that artisanship brings to each unique experience.
With multiple products in play, we developed an overarching platform that brought the entire Mano’s experience to life. Our goal was to have consumers embrace the experience of coming tighter, celebrating the special moments, and creating connections through those experiences with wine.
The Mano’s brand campaign — Mano’s Your Moment — called consumers to come together. And then we added pairings to each experience through our Pairs Well With extensions. Each provided an opportunity to showcase the casual ways to enjoy wine with individual, personal moments, and integrating the classic board games.
Lower funnel tactics drove an aggressive 443% ROAS. And while performance was the priority for this DTC launch, we also established upper funnel brand awareness metrics, adding Advanced TV to our channel mix, topping our campaign with a strong 66% ROAS.Additionally, PR efforts garnered over 1.8 Billion media impression of national exposure.
