I’m a curious bastard. How about you?
Toronto agency Gilbert + Davis Communications has launched the “What kind of bastard are you?” campaign for Diamond Estates Wines & Spirits‘ Fat Bastard wine label.
The campaign, which began Tuesday and runs for four weeks, consists of 32 different 6-ft. by 8-ft. construction hoardings at 120 locations throughout Toronto and Vancouver. Each poster features a different kind of “bastard”: sexy, fat, funny, lazy, shy, and so on.
In addition, each poster features the tag “A French wine for any kind” as well as a QR code inviting consumers to use their mobile devices to check out the Fat Bastard website. The site invites consumers to create their own “bastard” posters and share it via the website, e-mail and social media sites such as Facebook.
Shelley Saxena, brand manager, European wines for Toronto-based Diamond Estates, said that the $100,000 campaign is a departure from typical marketing around Fat Bastard, which has typically focused on retail and below-the-line marketing such as end-aisle displays, limited time offers and in-store tastings.
Saxena said that with a retail price of about $15, Fat Bastard “kind of lost a little bit of its momentum” during the recession, as consumers began “buying down” closer to the $10 price point.
“We needed to look at ways to recreate some buzz, to bring Fat Bastard back into the spotlight and get some momentum,” she said.
Fat Bastard currently boasts a 2.1% share in the French wine category in Ontario, with the province representing 52% of its total national volume sales. Nationally, the brand has an approximate 0.9% share in the French wine category, a figure that doesn’t include Quebec, where it is not listed. If you were to exclude Quebec, the brand’s national market share is about 2.5% said Saxena.
