Marketing Strategy Design

Kris wine, a Pinot Grigio by Click Wine Group intended to be “expressive” while remaining affordable, is now available online in an entirely new way as part of a new promotional campaign designed by the Baton Rouge design and marketing firm, Object 9.

The recently redesigned www.kriswine.com is intended to simulate the “gallery experience,” such that the viewer feels as if s/he is at an art showing, enjoying a glass of Kris wine. The white background (bordered by a florid, green pattern) emphasizes the frequent use of frames, paint, and other artistic imagery.'

The new design is primarily the work of Object 9, the same firm that masterminded a Kris/Vespa crossover marketing promotion (in which Kris buyers have the chance to win a Vespa S50 scooter). Through both projects, Object 9 seeks to emphasize the creative, Italian flair of the 7th generation winemaker who designed Kris, Franz Haas, as well as the wine’s reasonable (under $15) price.

The website itself contains five sections: Kris Story, which contains information about the Kris labels and style; Wines, which features portraits of and information about individual Kris wines; Promotions, which has information on the Kris/Vespa offer; Where to Buy, which directs the viewer to his/her nearest Kris retailer and Trade, which provides images, point of sale materials and contact information.

Says Andy Gutowski, Object 9 partner and creative director: “The Kris Web site design needed to strike a balance between the content, promotions and images while still maintaining the artistic expression representative of the Italian handcrafted wine.”

Kris Wine is described as "a fresh, expressive" Pinot Grigio handcrafted in Italy by seventh generation Northern Italian winemaker Franz Haas and his wife, Maria Luisa Manna Haas.

The larger Object 9 promotional campaign for the brand, “Discover the Art of Italian Design,” features two main components: 1.) a national consumer sweepstakes for a Vespa S50 scooter—the newest offering from Vespa and the fastest 50cc scooter on the road, and 2.) a co-promotion with Vespa USA to place actual Vespa bikes on display with Kris wine in retail locations across the country.

The co-promotion is described in this way: "During today’s uncertain economic climate, consumers need to make their dollar stretch further, while still lifting their spirits with simple luxuries. For under $15, Kris wine offers an exciting and affordable accompaniment to meals, while Vespa offers a hip and economical way to get from point A to point B. Kris and Vespa both portray Italy’s modern design aesthetics, while remaining grounded in traditional Italian craftsmanship.

"The experience of Kris wine is like the Vespa—original, fun and reasonably priced. Kris is celebrating spring and summer in modern Italian style with a chance for one lucky wine lover to win the NEW Vespa S50—the fastest 50cc scooter on the market. With its timeless design, Vespa is the preferred scooter of stylish, eco-conscious drivers."

The promotion started on March 1 and runs through August 31. The Kris Vespa will be on view at grocery stores and independent wine retailers in 30 states across the country. Object 9, a nationally recognized marketing, design and communications firm, created the Kris / Vespa sweepstakes materials—sell sheet, header card, necker and Web site design. In addition to promotional materials, Object 9 also developed sells and training tools and on-premise collateral for retail locations and restaurants.

Visit www.kriswine.com to view the promotional and collateral materials and find out where the Kris Vespa darts off to next.

Click www.beverageworld.com to read the online article.