DentsuBos handles campaign in English and French markets
Constellation Brands is hoping to hit the right notes with a new sweeter-tasting wine.
The wine, called Bodacious, was developed to appeal to the growing number of young wine drinkers who want a smooth, easy-drinking wine that’s slightly on the sweeter side.
However, Constellation steered clear of using the word “sweet” on the label, as it cheapens consumers’ perception of the product, according to the company. “Our challenge was to communicate a new sweet wine without using the ‘s’ word,” said Scott Starra, Constellation’s marketing director of new product development, in a release.
The result was a name that denotes “bold, smooth and full-bodied”—some of key attributes of sweeter wines. The wine swirl-inspired label, meanwhile, is mean to evoke a “berry and red fruit explosion.”
Bodacious is being promoted with a new campaign developed by DentsuBos. Out-of-home ads feature the wine bottle front and centre along with playful taglines like “Newacious,” “Smoothacious” and “Spontenacious.”
“We were inspired by the label [and wanted to] create a feeling about what’s coming out of the bottle,” said Claude Carrier, president of DentsuBos. “The idea was ‘this is the expression of the wine.’ It’s a wine that is filled with life, that seems joyous and easy. And we wanted to use a vocabulary that would connect directly with the wine.”
Billboard and transit ads are running in key markets across English Canada. For the Quebec market, DentsuBos developed a TV sponsorship spot that altered a popular saying. The expression, “Tout nouveau, tout beau,” meaning “If it’s new, it must be good,” became the headline with a minor alteration that plays on the wine’s name: “Tout nouveau, tout Bo.”
