Creative Project Manager - Ruby Zin

My partner and I executed one of the most successful boxed red wine launches in Sweden. We achieved the expected goal and more through an innovative campaign.

As one of the largest wine importers in Sweden my client was seeking a different, more informal approach to launching a new red wine brand. The “celebrity wine” trend had recently kicked off in Europe and my partner and I decided to implement a similar approach albeit with a subtle twist.

Zinfandel was extremely popular that year, and our proposal involved blending an amount greater than 15% (the minimum required to use the grape name in the bottle) into the finished product. In order to bring it to market and create brand recognition, we invited a famous music producer/jewelry designer to serve as our brand ambassador. Being a well recognized face in Swedish television due to her multiple appearances in celebrated tv shows such as Swedish Idol, our brand skyrocketed overnight. We opted to name our wineRuby Zin, short for the two grapes that composed the wine: Ruby Cabernet and Zinfandel. One of her most identifiable and famous pieces of jewelry, a diamond skull, served as our logo, making our brand feel rock ‘n’ roll and avant-garde rather than old school and conventional. This approach allowed us to reach both the lifestyle and business enthusiasts. In order to bring in the health conscious consumer, we emphasized on the health benefits of a wine that we managed to produce with a lower concentration of histamine in comparison to other wines of its class; a concept foreign to the industry at that time. By doing so, we managed to create ripples in segments of the population unbeknown to talk and brag about wine.

SWOT analysis

Focus groups to understand how customers pick a particular red wine from the shelves.

Product design focused on what the consumer craved for and not what we wanted them to embrace

A fresh, new take on wine branding

Newsworthy PR focusing on multiple population groups

Online retargeting ads, SEO, Google ads, Social Media ads

Social Media influencer outreach through events and giveaways

Use of renowned and recognizable brand ambassadors