Jackson-Triggs ‘We’ve got a wine for that’
Packaged Goods–Beverage (BRONZE)
Client Credits: Constellation Brands Canada
Steve Bolliger, SVP Marketing
Diana Pawlik, VP Marketing, Domestic Wine
Rich Fortin, Marketing Manager, Jackson-Triggs
Maria Melo-Boone, VP Marketing, Domestic Wine
Andres Rios, Marketing Director, Lifestyle Wines
Agency Credits: Bensimon Byrne Inc.
Jack Bensimon, President
Joseph Bonnici, Creative Director
Hayes Steinberg, Associate Creative Director
Chris Harrison, Associate Creative Director
James Grant, Director of Operations
Zeeshan Hussain, Group Account Director
Wendy Doan, Business Lead
Thomas Shadoff, Media Director
Alex Gillespie, Associate Media Director
Michelle Pilling, Director of Production Services
Amanda Alvaro, Managing Director, Narrative PR
Laura Serra, Account Director, Narrative PR
Section I — BASIC INFORMATION
| Business Results Period (Consecutive Months): | November 2011 – May 2013 |
| Start of Advertising/Communication Effort: | November 2011 |
| Base Period as a Benchmark: | October 2010 – May 2011 |
Section II — SITUATION ANALYSIS
a) Overall Assessment
In early 2011 when Bensimon Byrne first began to work with Constellation Brands, the wine category in Canada was healthy and growing. So for Jackson-Triggs (JT), a well known, dominant player in Ontario and BC, business should have been booming. Instead, the brand overall was struggling, and its base SKU (Proprietors’ Selection), which represented almost 80% of the volume, was declining.
“I have no clue what to buy”
Over the previous few years, the wine category was undergoing a transformation, becoming highly fragmented and intensely competitive with little brand loyalty from consumers. The choice is overwhelming with hundreds brands to choose from at any given time. Getting picked in the first place is an enormous feat and developing a consistently loyal following is even more difficult. The category growth was fuelled by hundreds of new brands with bright, playful labels and names like Cupcake Vineyards and Girls Night Out.
