The situation

Sperone is the number one consumed sparkling wine in Jamaica, but it had a curious predicament. People were not referring to it by name! Sperone was being ordered as “moscato” and so the brand set out to strengthen its name in the market, refresh its collateral and reinject some excitement into the brand.

The solution

Memories are tied to emotions, and so our strategy centred around creating activations and strategic partnerships that would create an impact on the consumer and add value to their lives – thus making the brand more memorable. However of course the first move was to shift the brand messaging from “sweeten the vibe” to include the brand name prominently I.E the campaign message: (Life Sweet, Pop Sperone), the jingle: (pop pop, pop Sperone),  the sponsorships ( Kareem Bwoyatings powered by Sperone) etc. Additionally to create a buzz on social we engaged (3) major influencers that appeal to Sperone’s target audience, (2) dancers Pretti, Pretti and Lee Not Nice and one Radio Host, Trending Podcast King ( and former party boy) Kareem Bwoyatingz.  We not only engaged them on digital but included them in above-the-line collateral to further bring eyes to the brand. I also created an SM template for Sperone to ensure they had a more cohesive look on Instagram, and created an image bank with the influencers and other talent so the brand could truly build out its new look and feel.

JINGLE