Prestigious wine brand
St Hugo’s has been the premium wine brand in the Jacobs Creek stable for many decades.
The premium end of the wine market was experiencing significant growth globally, especially China and Australia.
The St Hugo product line was perfectly positioned to launch as a stand alone brand to capture the price point reflective of its premium quality.
- The challenges
Launching a new brand in two market places simultaneously is a big marketing logistical challenge for any organisation. New brand collateral and wine labels needed to be produced very quickly and enter the market swiftly for a smooth transition. Therefore content for marketing activations was not available until very late in the re-branding process, making development time for a website extremely short. Plus QR-Codes also needed to be developed and linked to pre-conceived mobile URLs for the packaging designs, with just three days notice before the print run of the labels.
- Our solution
Bullseye, chosen for our global work on the Jacob’s Creek digital presence, was tasked to design, develop and deploy a mobile responsive solution within six weeks, with content being ready only four weeks out from the deadline.
- The impact
Bullseye successfully delivered an entirely new and complex website, in two language variations for our client using Kentico CMS. The new site reflected the premium design and imagery brand positioning. It was mobile responsive because of the high number of mobile use in China, as well as leveraging QR codes. It supported multilingual content as well as auto location detection linked to specific content for that geography. It also was SEO friendly and integrated with other analytics tools.