Case Study Two
CONCEPT
The Frenchman’s Cellar:
The Arm Chair Athlete Within
Challenge:
So Wise Art and The Launch Group collaborated on an a project for The Frenchman’s Cellar for the promotion of an item for the Super Bowl. Instead of giving them a one-time use strategy we provided them a concept that could be easily plugged in to future sporting events throughout the year with the creation of The Arm Chair Athlete Within.
The Wise Launch:
The Arm Chair Athlete Within promotes special cheese/wine/beer packages geared toward sporting themed parties such as The Super Bowl, The Kentucky Derby, and more.
Customers are encouraged through in-store displays and newspaper ads to follow the company’s Facebook page to learn more about the “roster” of cheeses and spirits available for any given promotion. Each post ties in fun education for the consumer on a particular cheese or spirit by titling it to the particular sport.
For Example here is one Facebook post that advertises and educates within the sub-brand:
Meet our “Fullback” – the fullback has to be a jack of all trades, capable of running, blocking and receiving. Much like our BELLATOILLE BRIE, which pairs nicely with bread, fruit, beer or wine. Soft savory earthy flavor that likes champagne or a crisp pilsner like Rebel from Czechoslovakia.
Once they’ve learned what is on the “roster” they are encouraged to pick their “line-up”
The line up is further highlighted through in store placement and branding with The Arm Chair Athlete within and encourages user interaction on social media by asking them to vote for their MVP of the package. A greater targeted facebook following, increased consumer education, and higher product sales are all benefits of this concept.
