Libby Wines
The Challenge
Having the constraints of a startup company, the goal was to create a concept that effectively could double as both a B2B and a B2C campaign with simple messaging structures to help educate our audience quickly. From that, a campaign was concepted, designed, and produced to show the Libby difference and prove that a low-alc, low calorie, perfect pour every time wine was where the category should head.
The Scope
Libby is a new “better-for-you” bubbled wine that challenges the traditional conventions of the wine industry. Libby wanted to create a bold on-premise campaign that educated consumers on the new world wine and begin taking on national distribution.
Designed while at Agency squid
The Solution
Breaking into the adult beverage channel is tough, especially wine. Overall, the category has been flat or declining the last 20 years, making it the toughest category within the industry to enter. Libby Wine was looking to innovate and challenge tradition by providing a carbonated option at lower calories and ABV that can be served on tap. The goals were to educate on-premise accounts and potential consumers on this new brand, and align it with their lifestyle/business in order to gain traction nationally.
The Opportunity
In 2023, Libby will be selling three blends (white blend, rosé blend, and red blend) through the traditional wholesale network in standard 750ml bottles as well as “on tap” (in kegs) through the off-premise channel. Because Libby carbonates their wines during bottling, the brand saw an opportunity to replace slow-selling, on-tap beer.
The Innovation
Wines traditionally, because the requirements they need, have to set up their own line systems parallel to the tap beer line. As on-tap beer has been diminishing, lines for new products have opened up. This delivery system also addresses the age-old issue of on-premise accounts wasting product that goes bad after a day or so of being opened. Libby is manufactured and kegged so it can be placed within on-tap beer lines without any additional effort from accounts.
The Brand
Strategy
Our strategy began with defining the category opportunity, addressing our ideal consumer, and engaging them to trial. Our extensive competitor audit with a focus on low/no-alc wine and tap beer helped define the “white space” Libby could own. Combining this with the consumer segmentation and the solution began to take shape in the form of a brand vision, manifesto, and persona.
Identity Evolution
While the identity had been created, the brand platform had not been clearly articulated. Packaging and logo were a given, but the messaging and visual identity needed to significantly evolve to provide messaging flexibility and create a brand expression that Libby brand own.
The “Keep it light with Libby” theme was created to break down barriers and support the goal to make the brand approachable. The visual style was 4 distinct illustration styles that blended together to represent the complete Libby story with different emotional cues and visual representation. We took these styles and applied it across a dynamic, custom system to account for different on-premise accounts, paid media activations, social, and retail signage.
This campaign just launched. Check back for roi.
Credits:
Strategic Planning Director: Miles Marmo
Creative Director and Lead Designer: Tanya Jacobson
Designer: Nouchi Yang
Copywriter: Ryan Inda
Animation: Noah Lawrence-Holder