The burden of Champagne is that people only drink it on special occasions. The blessing is that it’s closely associated with romance. Our client wanted to see if we could goose sales outside of the holiday season, when the majority of champagne is purchased. Our recommendation was to create a Valentine’s Day promotion.
Let’s face it, Valentine’s can be cheesy. So we knew we had to do something evocative, something emotional, something that would appeal to men and women, married and single, straight and gay. We used mementos of a special night out to stir both memories and emotions. The offer – a discount on flowers – solves the problem of what to do for your special someone.
We mananged to stuff a lot of interesting items into this package but one thing you won’t find is any heavy product description. Truth is, most people can’t tell the difference between competitively-priced sparklers. So instead of trying to sell on taste or heritage or some other attribute, we chose to sell on emotion. The heart wants what it wants.