The brand approached us in 2012. We were struck by its interesting brand value that with the volume of its wine being “just right for two”, the appreciation of wine can also be healthy, environmentally friendly, and sustainable. We liked the idea, and wanted to give the lifestyle brand the awareness it deserves. We suspected that it would not be easy to make it commercially successful if we promoted it as a lifestyle brand.
Even though a couple of our campaigns ended up being more successful with the Taiwanese market, attracting thousands of Likes on Facebook, we decided that “getting customers who like the brand most” suits our vision much better than simply “getting more likes”. Thus we narrowed down our target market to Hong Kong alone on Facebook, and we implemented a complete branding and marketing strategy in full swing.