The Challenge
In 2010, Mezzacorona hired Oberman/Fusion as their sole US advertising agency, responsible for all U.S. advertising. They wanted to create more awareness and increase sales and distribution. Additionally, they desired a bigger presence in the growing pinot grigio market. But at the time, Mezzacorona had practically no brand awareness, and little or no digital presence.
The Solution
Over the last 5 years, Oberman/Fusion helped Mezzacorona define the demographic, and developed a strategic plan to drive sales & increase distribution through greater brand awareness. Oberman/Fusion wrote and created a series of consumer national TV, radio and print campaigns, a targeted industry insider/distributor approach and collaborated with one of our social partners to develop, create and broaden their digital and social footprint. Oberman/Fusion continues to work with Mezzacorona and is currently in the process of developing a new national campaign to launch in the fall of 2015. As a result of our efforts, Oberman/Fusion has been awarded two additional brands from the wine maker.
The Results
• Sales growth of at least 5% in each of the last 5 years
• 1 million cases sold in the U.S.
• Cracked the top ten in U.S. imported brands
• Continues to outperform the total Pinot Grigio category
• Continues to outperform the Italian Pinot Grigio category by 3 times
• Increased distribution now includes all 50 States, Puerto Rico, and the Virgin Islands
• Currently growing at 7% in 2015
• An increase of over 500% in Facebook followers, to over 200,000