Objectives:
• Build awareness and sales of the Carmenere varietal at LCBO and Vintages
• Develop a unique Chilean identity within the South American category
Target:
• Young Experimental Sociables
• Experience Seekers
Period:
• P8 – October 10th to November 6th 2010
Goal: Drive up sales for the Chilean wine category; +20% for featured brands
Offer to Chilean Wine Agents/Brands:
Up to 12 Brand Features in the promotion that may include*:
1. A 4 page Free Standing Insert to be inserted into Globe and Mail during Period 8;
2. Web-based consumer contest: Cool Carmenere “Win a Trip for 2 to Chile”
3. Experiential program: 6 mini-wine fairs organised in key LCBO stores
-Each wine fair offers the opportunity to sample 8 SKUs at a time – rotation of participating product through program
4. Discretionary end-aisles for featured products where available;
Cost to participate in P8 Carmenere Promotion (Print + incl. Experiential):
-Premium positions (front cover): US$9,950 + HST per SKU maximum 2 SKUS
-Premium 2 position (back cover): US$9,550 + HST per SKU maximum 2 SKUs
-Value position (inside FSI): US$4,350 + HST per SKU maximum 8 SKUs
Application procedure:
• Winery to apply to Wines of Chile by CC by July 30, 2010.
• Please note the selection of 12 brands for this promotion has been made by LCBO category management and Vintages. However, other brands fitting the criteria below may be considered.
To be considered for the program brands must meet:
1. Carmenere
2. 750 ml bottle size
3. Adequate inventory in LCBO/Vintages in P8
4. Brand that reinforces the objective of expanding upward the ceiling of Value for Money (VFM) as perceived by consumers in Ontario
Wine selected by Category Management or Vintages for Period 8 LCBO mini-thematic will have priority in selection.
Please do not hesitate to contact Ted at ted@androscom.com if you have any questions on the mini-thematic. We appreciate your application and your support in promoting the Wines of Chile in Ontario. Gracias!
*Note: budget model is based on full participation of 12 wineries (4 premium and 8 value). Should full participation not be obtained action will be modified or cancelled.
