However, the quality perceptions of the wine were being lost amongst relentless voucher-led acquisition methods. With lockdown providing an unexpected boost to the business – removing previous barriers to online wine buying in the US and Australasian markets in particular – now was the time to redefine the brand.
Mr President led a Brand Defining Ideas process across three markets (US, UK and Australia). Looking to deliver a new positioning that elevated quality perceptions in line with the actual world class quality of the wines.
THE ANSWER LAY IN THEIR WINEMAKERS.
Rather than positioning Naked Wines as a ‘kickstarter’ for ambitious amateur winemakers learning their craft, we reframed them as the liberating platform for world class independent winemakers, now freed to make the amazing wines they always wanted to make.
Truly, Naked’s winemakers are rockstars, and they needed to be put centre stage. So, despite the pandemic, Mr President undertook a photo shoot with the winemaker communities in Australia, New Zealand and the US. All remotely. All with beautifully authentic results. Giving Naked Wines – in every market – quality-driving, winemaker-led assets for use across touchpoints, from the site to social to the online shelf.
If the extensive consumer research of the work is any indicator of future results, Naked Wines is looking towards a fruitful year ahead.
