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Marketing Research White & Red is a wine subscription service for millennials, which will provide accessible wine education and quality but affordable wines for young consumers. Studies show that millennials drink an estimated 42% of the wine purchased in the United States, so it’s safe so say that wine is the new beer among young drinkers. That being said, most millennials have no idea about what they’re drinking and find learning about wine, even at a basic level, daunting and exclusive. While they would love to know more about different varietals and pairing, among other topics, they are too intimidated to do so, and choose “safe” and “user friendly” wines like blends and rosés time and again.
Project C: Part 3 Xuejiao Li, Lauren Lockhart, Caroline Mickley, Farley White, Mudan Yang LXFM 740 | Oscar Betancur
Millennials need a friendly guide to the wine industry. The data shows that they have the desire for knowledge and certainly the willingness to fit wine into their budget, but right now there is nobody to assist them. Enter White & Red. In a cheeky and unapologetically unpretentious way, White & Red will help educate millennials about wine through an affordable subscription-based service. Funny, educational, and budget conscious all in the pursuit of drinking wine: what more could they want?
Mark
Elizabeth
Age: 32 Location: San Francisco, California Education: Bachelor’s Degree Occupation: Art Gallery Manager Income: $50,000 Marital Status: Single Interests: Art, Music, Film
Age: 28 Location: New York, New York Education: MBA Occupation: CEO of Fashion Startup Income: $90,000 Marital Status: Single Interests: Fashion, Social Networking, Culture
Why W&R? As the manager of an art gallery,
Why W&R? After an exhausing day of running a
Mark needs to know the perfect bottle to uncork for exhibitions and openings, in addition to impressing his ultra-cultured friends. The catch is that he’s a pretty busy guy and needs to be able to learn quickly on his own time.
startup, Elizabeth loves nothing more than to curl up with a glass of wine and relax. The only problem is that between her job and keeping up with all of her friends, having time to go to the liquor store and sort through hundreds of bottles is a luxury that isn’t always within reach.
Annie
Katie and Wilson
Age: 22 Location: Austin, Texas Education: Bachelor’s Degree Occupation: Online Journalism Income: $30,000 Marital Status: Single Interests: Fashion, Fitness, Social Networking
Age: 30 Location: Atlanta, Georgia Education: Master’s Degrees Occupation: Accountant and Engineer Income: $200,000 Marital Status: Engaged Interests: Coffee, Food, Travel
Why W&R? As a recent college grad, Annie is
Why W&R? As a newly engaged couple just entering
relatively unattached and has lots of time to meet up with her friends to go to art openings, spin classes, or just out for drinks. She is a fan of wine and would love to learn more about it, but doesn’t yet have the resources to afford classes or expensive subscription services, and usually ends up just buying the cheapest bottle of rosé at the grocery store.
their 30s, Katie and Wilson are learning to appreciate the finer things in life. The only problem is that two busy careers and a wedding to plan leave them little time for choosing what wine to bring to this week’s dinner party or what bottle to order at a restaurant on date night.
Brand Story Be the girl who knows about wine, but don’t be THAT girl. At White & Red, we love wine. But we also know that wine can be complicated. And a little snooty. We aim to take the intimidation out of wine—so you can learn your way around a rosé without the fear of judgment. What’s the difference between Prosecco and Cava? Which wine goes best with takeout sushi? What the hell is a “zinfandel” anyway? Our no-fuss wine education empowers you with the knowledge to impress at your next office party or dinner with the in-laws. Each month, we’ll send you a box of our wine picks based on your preferences. If you’re feeling particularly festive, try one of our themed boxes for your next gathering. Before you know it, you’ll be the friend everyone turns to for wine advice. You’re welcome.
Sipping outside the box.
Consider White & Red your wine BFF. We’ve got your back (and your Malbec). Cheers to that!
Branding Board
Colors
Logos #f58871 #d78281 #000000 #bfbcb2
White & red
#424344 #a11c30 #231f20 #0b3a5c
Fonts
Logo: Santino Heading: Lust Copy: Quasumoda
Photo Shoot Mood Board indoor Photo shoot C o n c e pt : G i r l s N i g h t I n L o c a t i o n : C a ro l i n e ’ s A p a r t m e n t styling: casual/ pajamas
Promotional Materials -Proof of concept video - Lauren -Print advertisement - Farley -Calling cards - Mudan Interfaces -Store webpage - Farley -Lifestyle blog - Farley -App - Xuejiao, Mudan Packaging -Standard subscription box packaging - Caroline -Theme box packaging - Lauren -Custom label packaging - Mudan & Xuejiao
Marketing Items
Education -Pairing guides - Farley -Wine flowchart - Farley -Wine glossary - Farley
Events -Guerrilla marketing campaign - Caroline -Pop-up event invitation - Lauren -Pop-up event room mockup - Lauren -Pop-up take home box - Caroline Merchandise -S’well bottles - Xuejiao -Wine totes - Xuejiao -Phone case with pop socket - Caroline Social Media -Instagram page - Caroline -Social media advertisement - Xuejiao -Gif - Caroline
Promotional Materials
Proof of Concept Video
Print Advertisement
GIRLS’ NIGHT IN JUST GOT A WHOLE LOT BETTER.
www.whiteandred.com
Calling Card
Interfaces
Website Home Page
Blog Page
App Home Screen (iPad)
Rating Screen (iPhone)
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Subscription Box Packaging
Packaging
Theme Box Packaging
Special Event Custom Labels
The Wino’s Dilemma
Educational Materials
What kind of wine should I drink today?
Red
Infographic
Light
Full-Bodied
Earthy
Fruity
Pinot Noir
Earthy
Syrah
White
Malbec
Fruity
Merlot
Bold
Light
Dry
Herbaceous
Chardonnay
Sauvignon Blanc
Sweet
Riesling
Zesty
Pinot Grigio
Wine words that will make it sound like you know what you’re talking about...
June Pairing Guide Wine + Popsicles + Lemon
Pairing Guide
+ Prosecco
Raspberry
+
+ Peach
Chardonnay
Strawberry
Sauvignon Blanc
Cherry
+ Mango
Pinot Noir
+
+ Blueberry
Rosé
Malbec
+ Pino Grigio
Grape
Merlot
Wine Terms Guide
Technical Terms
Tasting Terms
Varietal: a wine made from a specific type of grape (i.e. Chardonnay, Merlot, Pinot Grigio)
Complex: when a wine has layers of flavors and elements that create a nice balance, like if Emma Watson was a wine
Blend: a wine made from two or more types of grapes - they’re definitely having a moment right now
Earthy: when a wine has the smell and flavors of soil and organic matter - in a good way, not like your dog
Terroir: the region in which a grape is grown, which includes soil, air quality, etc. that impacts the taste of a wine significantly
Dry: a wine that has little residual sugar and therefore isn’t sweet (pro tip: makes for much better hangovers)
Tannin: a textural component of wine that adds a dry taste and acts as a natural preservative beginners beware
Floral: when a wine has a flowery aroma, generally in light white wines
Bouquet: the combination of different aromas within a particular wine - great word to drop if you want to sound highbrow
Grassy: when a wine smells and tastes slightly like herbs and grasses
Body: the fullness of flavor (full-bodied = strong and powerful, light = more subtle and delicate)
Buttery: when a wine is smooth and creamy in texture like butter (think: your mom’s fave chardonnay)
Vintage: the year the grapes used to make a wine were harvested (hint: not all wines have a vintage because some 2+ years’ combine crops)
Jammy: when a wine is rich and fruity like that fancy jam they serve at brunch
Finish: the aftertaste of a wine and how long it remains post sip, like the difference between a good ex and a bad one
Big: when a wine with a very robust flavor or a high alcohol content - both are good, especially the second
Events Guerrilla Marketing Campaign This campaign will infiltrate several cities where fountains are a mainstay. In this campaign we will wrap the fountain in a blush colored adjustable plastic to mimic the shape of a champagne glass. These structures will be removable as to not cause any damage to the structure. After the piece is in place, the fountain will then begin bubbling resembling that of champagne. This bubbling occurs based on the cleaning agents coating the plastic - allowing for the campaign to also assist the local governments in their yearly cleansing ritual. The first trial of this campaign will be Savannah, Georgia. Savannah, known for its rich history and party reputation, is quickly becoming a prominent member of the ‘foodie’ scene with several celebrity chefs opening restaurants. The fountain installation will be placed 3 days prior to our kick off event at Galley and Garden.
Guerrilla Marketing Gif
Pop Up Event Invitation
&
GOOD
WINE
W h i t e & r e d GRAPE friends White & red
WINE TASTING & EDUCATION HOSTED BY
White & red
WYOUR h i t eWINE W h i t e & r eBFFd & r e d
White W hite White 7:00 THURSDAY & red OCT. 1 9
$40
& red
pm
& red
GALLEY & GARDEN
FOUR #TRENDING WINE SAMPLES COMPLIMENTARY BITES
White & red
NO-FUSS PAIRING GUIDANCE TAKE-HOME MINI BOTTLES
WINE FLIGHT
Event Take Home Box
Sample four trending pours led by
MADELINE PUCKETTE Master Sommelier Wine Folly blogger
TAKE-HOME SAMPLES HOUSE-MADE BITES
Perfectly paired with wine flight
White & Red one-glass wine tubes
S’Well Bottles
Merchandise
Wine Tote Bags
Pop Sockets
Instagram Page
Social Media
Click HERE to visit our Instagram page!
Social Media Advertisement
Social Media Gif
Cheers!