Turning the Tables on Sparkling Wine
a case study
MoStrategy conducted focus groups using hypnosis and regression techniques to explore people’s earliest experiences with sparkling wine.
The brief:
For years, sparkling wine consumption in the U.S. was stubbornly associated with specific occasions; New Year’s Eve, wedding toasts, Valentine’s Day. Domaine Chandon wanted to launch a new sparkling wine that would challenge this conventional wisdom and invite more people to sample this delightful drink.
The brief:
For years, sparkling wine consumption in the U.S. was stubbornly associated with specific occasions; New Year’s Eve, wedding toasts, Valentine’s Day. Domaine Chandon wanted to launch a new sparkling wine that would challenge this conventional wisdom and invite more people to sample this delightful drink.
The work:
MoStrategy conducted focus groups using hypnosis and regression techniques to explore people’s earliest experiences with sparkling wine, and their unmet needs and aspirations today. The resulting strategy moved away from the typical celebration theme and positioned the product around intimacy. Rather than focusing on big events and black-tie galas, we focused on those beguiling moments when people let their hair down and secrets are shared.
The work:
MoStrategy conducted focus groups using hypnosis and regression techniques to explore people’s earliest experiences with sparkling wine, and their unmet needs and aspirations today. The resulting strategy moved away from the typical celebration theme and positioned the product around intimacy. Rather than focusing on big events and black-tie galas, we focused on those beguiling moments when people let their hair down and secrets are shared.
