Blossom Hill targets millennials with on-pack campaign
Blossom Hill has launched an on-pack promotion offering consumers the chance to win discounts on bestselling make-up brands like Rimmel and Clinique.
The UK’s number two wine brand has teamed up with online beauty retailer Feel Unique and is giving away more than £16 million worth of prizes.
The promotional vouchers are found across 8.7 million bottles of the brands five bestselling SKUs: White Zinfandel, Grenache Rosé, Classic Red, Classic White and Classic Rosé.
It is also running across the Blossom Hill Spritz range, which is a big focus for brand owner Treasury Wine Estates this year as it seeks to gain traction in the burgeoning fruit wine category.
The marketing drive is supported by a £2 million marketing campaign taking in TV advertising on channels including Channel 4 and MTV, plus YouTube ads, a social media campaign and outdoor advertising.
Marketing director Caroline Thompson-Hill believes the make-up promotion will excite Blossom Hill’s core demographic.
She said: “The total value of this campaign is unprecedented for a wine brand, both in terms of the prizes on offer, and the way it engages with our female millennial consumer.
“The campaign makes Blossom Hill a more relevant choice for them, giving added value with every bottle. It is also a fantastic time to launch the campaign, especially across our new Spritz range, which is a perfect drink for the summer months.”
TWE is also targeting millennial males by becoming the sponsor of the London Craft Beer Festival. It has chosen two of its brands, 19 Crimes and Gentlemen’s Collection, to be the official wine partners of the festival.
The organiser of LCBF also runs beer festivals in Edinburgh and Bristol, and they are sponsored by 19 Crimes and Gentlemen’s Collection too.
It will be the first time wine has been served at these festivals, which attract many of the world’s leading craft brewers.
Kantar data shows that only 34.4% of male millennials drink wine in the off-trade, compared to 40.5% of female millennials and 42.5% of men aged 50 or over. The brands are aimed at the 18-34 age group of men that may have been lured away from the category by craft beer, and TWE hopes they will make this demographic better educated about wine and its myriad pleasures.
Thompson-Hill said: “We firmly believe that these wines will strongly appeal to the craft beer audience, who look for drinks brands that have great taste coupled with authentic and compelling heritage.”