METHODE TRADITIONELLE
71
letterboards photographed
621
glasses of bubbles consumed for the cause
21
photoshoots and counting
31
cameos made as extras
OWNING THE SPARKLING MARKET
The roots for this brand can be traced back to GH Mumm, the leading international champagne brand in France. Established in California in the late 1970s, Mumm Napa follows traditional wine making techniques to create the finest, hand-crafted sparkling wines.
We partnered with the Mumm Napa team to become their agency of record. From strategy and positioning sessions, to market surveys and research, we worked with leadership to refine the positioning of the brand ultimately carving out a section of the sparking market that they could own. We worked to gain alignment from the senior team, building out brand books and digital guides to ensure all players were aligned and moving in the same direction.
From there we rolled up our sleeves and jumped in, creating custom content for all areas of the brand from print to digital to in-store. The end result is a lasting relationship with a top of the line sparkling house that we still enjoy working with and sharing a glass of to this day.
SOCIAL MEDIA CONTENT + MANAGEMENT
Owning the social channels and communications for the Mumm Napa brand has been a journey. We have taken the brand to an elevated positioning with content that is ownable and resonates with the target market. Developing campaigns like the letter board quotes has given the brand shareable content that grew organic engagement with the brand while inspirational Napa Style imagery continues to lay the foundation for the core of this brands identity. Generating every asset for this brand has given us a sense of ownership and pride that continues to show through in our partnership.
Spring / Summer :
Fall / Winter :
FALL PHOTOSHOOT
Taking the brand on location to an elegant farm that doubles as a prestige inn allowed us to take advantage of our surroundings to create the idealistic Thanksgiving environments we needed for our Point of Sale campaign while simultaneously capturing an array of supporting imagery for our fall digital and social campaigns.
WINTER CAMPAIGN: TRADITION IN THE MAKING
Raising the bar for the brand was at the top of the objectives for this winter campaign. The brand team wanted to ensure that Mumm Napa was seen as a level above other US Sparking wines, a premium choice for celebrating.
At the same time, the brand wanted to tie into something at the heart of their consumers that would compel them to purchase. From this foundation, the “Tradition in the Making” campaign was born. We crafted this campaign to visually look elevated while encouraging consumers through copy and messaging to make new traditions with Mumm Napa - traditions that would last year over year, celebration after celebration.
SPRING PHOTOSHOOT
Rolling into Spring meant capturing that Napa Valley vibe that brings droves to the region every year. We elected to shoot on location with the brand again, taking advantage of a Napa Valley residence that allowed us to key in on all those moments that consumers want to envision themselves in when uncorking a bottle of Napa Valley Sparkling.
This shoot resulted in capturing imagery for both Spring and Mother’s day Point of Sale campaigns as well as supporting assets to extend that messaging into Digital and social platforms.
SPRING POINT OF SALE
The spring campaign was all about encouraging consumers to enjoy a glass of sparkling whenever they felt like adding a flair of “special” to their life - whether that was a backyard dinner with a couple of friends or a happy hour with their partner. Putting a little “sparkle” in your summer was all about elevating those moments.
From social to digital to point of sale, the campaign resulted in successfully selling out the Mumm Napa Rose skus and moving the signature sparklings off shelves as well.
