1 Link for Print Presentation Wyndham Estate Intense Sensation Date: 24 January 2008 Prepared for: Orlando Wines, a division of Pernod Ricard.

1

Link for Print PresentationWyndham Estate ‘Intense Sensation’

Date: 24 January 2008

Prepared for: Orlando Wines, a division of Pernod Ricard

2

Agenda

•

Summary

•

Background and objectives

•

The creative hook and route through the ad

•

The processed take out

•

Evaluating the slogans

•

Appendix: additional measures

•

Appendix: demographics

3

Summary

4

Summary of Findings

• ‘Intense Sensation’ is an ad that has good creative stopping power. Thought by consumers to be an easy to understand, eye-catching piece

of creative, the use of red swirl drawing attention to the bottle and the Wyndham Estate brand name. Hence well branded, though not all take out all of the elements of

the branding. Seen to be stylish and modern so likely to imbue brand personality with

those attributes; few negatives emerge. For some the simplicity of presentation is considered to make the ad

boring or lacking in information. Higher levels of negativity from past six month drinkers, one in six

of whom endorse the ad as pretentious or too modern.

5

Summary of Findings

• Consumers do have some difficulty in articulating what the ad communicates to them. Spontaneously, quality and heritage come through, though at lower

levels than we would expect. There is little reference to taste or flavour.

Even when prompted, there is no consensus about the ad’s main message, with heritage being most strongly endorsed.

• The issue here is the route that consumers take through the ad. While the bold, colourful graphic draws attention to the bottle, there is not a realisation or a processed take-out by most that the swirls represent an explosion of flavour and taste.

• When we ask what the slogan means, then taste and flavour do emerge, and more strongly from ‘Intense Red’ than from ‘Intensity Captured’. Currently though, only a half of consumers are reading the slogan when they look at the ad, which is limiting its potential.

6

Summary of Findings

• Despite communication not being strong, the response to the ad is good, both on a rational and on an emotional level. The ad is seen as relevant, credible and differentiating, hence very

persuasive among regular Wyndham Estate drinkers (“It strongly encourages me to go on drinking it”), and moderately motivating among less regular and non-users. Short term sales uplifts likely through interest and status driven by

the more contemporary feel given to the brand. On the emotional level, the ad serves to enhance brand appeal,

generate positive emotions, and is seen to be a good fit with the brand among Wyndham Estate drinkers and non-drinkers alike.

7

Summary of Findings

• In terms of slogan, both have their relative merits:

Intense Red

• Stronger take-out of intense flavour, both spontaneously and when prompted

• Preferred by consumers as more straightforward, clearer tie in to the graphic

• Equally persuasive

Intensity captured

• More impactful in monadic testing

• Slightly stronger take out of quality, though still not strong

• More appealing

• Among those who prefer the ad, seen as having stronger connotation of intensity; is a bit more clever

• Equally persuasive

8

Recommendations

• As it stands, ‘Intense sensation’ will have strong impact, will serve to maintain and (with appropriate levels of spend in the right titles) grow awareness, will help to rejuvenate the brand and will contribute to sales by generating interest and status for the brand.

• It is currently less well placed to help reposition the brand towards the intentional exceptional sensory experience.

• As such we would recommend proceeding with the ad, but prior to doing so, examining whether modifications can be made that will assist in delivering the intended communication We are not advocating the addition of lots of copy which would destroy the impact

which comes in part from the bold simplicity of the ad Rather, is there scope to dial up the taste and flavour references on the bottle’s

label? In addition, modifying slogan size and position may also help

• In terms of slogan, while ‘Intensity Captured’ is the more impactful of the two alternatives, ‘Intense Red’ is far from lacking impact (which comes more from the visual anyway) and is better at connoting depth of flavour. There is also evidence that ‘Intense Red’ also requires less processing, so would be our recommended way forward.

9

Background and objectives

10

Background

• Wyndham Estate, while a major player in the Australian wine market, currently lacks a strong point of difference and contemporary relevance.

• In order to rejuvenate the brand a new print campaign has been developed with a new positioning around ‘Intense Sensation’.

• Research has been conducted to understand the likely efficiency and effectiveness of the ad. Secondary objectives of the research were to check the ad’s fit with

perceptions of current brand users and to gauge the response to two alternative slogans.

11

• The ‘Intense Sensation’ execution is tasked with Increasing awareness, saliency and recruitment (trial/adoption) Revitalising consumer perceptions of Wyndham Estate

• Key message take-out: Intense colours / Flavour / Taste

• Reason to believe: Rich / 170 year heritage

• Mood and tone Contemporary / Dynamic

Without detracting from brand’s premiumness

The advertising task

12

‘Intense Sensation’ was evaluated among the target sample

100 past two month drinkers of bottled Shiraz aged 18-64, readers of relevant publications

Half drunk Wyndham Estate Bin 555 in last six months Who?

7 to 11 January 2008When?

Sydney/Melbourne/BrisbaneWhere?

Self completion web based Link for Print test conducted in respondents’ home. In-depth Link conducted on ad with one of two slogans, with a forced preference between the two at the end of the test.

How?

13

As it looks for respondents

14

Study Design

Recruit n = 100

n = 50 n = 50Matched Cells

Fulldiagnostics

Fulldiagnostics

Expose to both slogansAsk preference and reason for preference

15

Print is an actively consumed media which needs to draw people in

PASSIVENo control

on time

ACTIVEComplete

control on time

TV Print

TV

• Passive experience

• Fixed exposure time

• No requirement to draw attention to advertising

• Very little evidence of wear-out in terms of ad recall

PRINT

• Active process

• Variable exposure time

• Reader will stop and look at interesting things

• Evidence that wear-out occurs

16

Good print ads must overcome the filtering process but impact alone is not enough

Open page

Rapid scanning processIs it interesting to me?

Is it eye-catching?Is it intriguing?Is it relevant?

Read on until

YesLose flow

Turn page

No

Register messageand brand

17

How we evaluate the ad…

The routethrough the ad

Build a clear diagnostic understanding of the way the

ad is assimilated

The creative hookAssess how well the ad ‘pulls the

reader in’

The processedtake out

What memories and recollections of brand and ad will be left in

consumers’ minds

Relationshipwith brand

How the ad will affect perceptions of the brand

18

• We are confident in using the 92 online print tests done in the UK as a solid benchmark for the performance of this campaign. Given the similarity of UK and Australia online TV link scores.

Online diagnostic norms are very similar between the two countries

Results are compared to UK online Print Link Norms

UK Australia Diff% % +/-

Enjoyment 3.15 2.97 -0.18

Branding 3.73 3.73 -

Involvement 4.20 4.39 -0.19

Understanding 3.41 3.32 -0.09

New Information 2.45 2.39 -0.06

Relevance 2.74 2.60 -0.14

Base: (625 ads) (41 ads)

Mean scores - TV

19

What makes for impactful Print advertising…?

Interest in the ad

Whether you would look further or turn the page

Engagement

Branding

20

Some Print ads must overcome an ‘interest filter’

There is a strong correlation between the reader’s interest in the product field and print advertising impact

Imp

act

Product Field Interest

r² = 0.61

Readers are often seeking content of personal interest to

them.

Source: Ad Track 1994, Year End Findings

H

21

It’s easier to get people to read an ad for a high interest category compared to a low interest category

However, ads (even for low interest categories) can find a way around the interest filter.

Strong creative hookSynergy with TV ad Borrowed interest

Some Print ads must overcome an ‘interest filter’

22

In the context of ads that consumers might see in similar publications, wine is a relatively high interest category

Q1. When you are reading or flicking through magazines, how interested are you in seeing adverts for the following products?

Base: Total (n=100)

61

71

72

87

41

47

42

56

Very interestedVery + fairly interested

Wine

Cheese

Small household appliances

Coffee

%

The Creative Hook

23

‘Intense Sensation’ Individual execution results

24

Visual impact is important – need to hook readers in.

Print ads need a creative hook to pull readers in

Vibrant ColoursIntrigue Visual hook

25

‘Intensity Captured’ (88%)

The execution has strong stopping power; ‘Intensity Captured’ seemingly more engaging

Stop and Look at itQ5. If you were to see that advert in a magazine, do you think you would stop and look at it, or would you turn the page?

‘Intense Red’ (72%)

Base: Total (n=100) Intense Red (n=50) Intensity Captured (n=50)

Intense Sensation Total (80%)

The Creative Hook

5%

7%

13%

27%

22%

18%

5%

1%

1%

Base: 82 UK - Online Print ads

Average (60%)

100

90

80

70

60

50

40

30

20

10

26

First impressions: Intense RedQ24. What was your first reaction when you saw the ad?

My first reaction was thinking about going to bottle shop and buying

advertised wine!

Bottle shape was broken

Caught my attention

Just another Shiraz

Here’s a brand that I know and like

Give me some

Liked the design & colour

Oh yeah

Looks nice enough - classy even...but I've seen it all before. it wasn't fresh (apart from the look of the inside of the bottle.)

New label on the bottle - the splashes of red on the

clear bottle.

The Creative Hook

27

First impressions: Intensity CapturedQ24. What was your first reaction when you saw the ad?

Shocked that it looked so different from the standard run of the mill advert we

are used to for wines. It showed a vibrancy & excitement not captured

elsewhere

I thought it looked quite pretty, but didn’t initially realise it was for red wine.

First thought was that it was for a rose or lighter red wine

Wanted to read the label to see what it said about the wine

Eye catching

Very appealing advert with a nice soothing blend of color. I like the mixture of the color (i.e. white and red).

Not some dull color bottles of wine on normal wine advert...

Surprise

Upper class.

Striking image

Wine bottle looked enticing

Beautiful red colour and a lovely silky watery

appearance before I saw what it was.

The Creative Hook

28

Q21. Having seen this advert, what do you think will stick in your mind?Q24. What was your first reaction when you saw the ad?

It is the use of colour in the ad that makes consumers stop and look – net effect is that the ad is eyecatching

Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

The Creative Hook

IntenseSensation Intense Red

IntensityCaptured

% % %

Colour 38 46 30 Colour of packaging 15 16 14 Red Colour 12 20 4 Colour 9 6 12

Eyecatching 30 24 36

Product 30 30 30 It's Wyndham Estate 23 24 22 It's Wine 9 6 12

Bottle/packaging 27 30 24

Label 25 24 26 Good Label 14 12 16 Makes me want to read label 7 8 6

29

This is confirmed from first clicks – the eye is drawn to the centre of the bottle (data from both ads combined)

15%1%

20%

28%

16%

3%

12%1%

0%

Other 3%

The route through the ad

30

In total, half of consumers’ eyes flow to the slogan; around a third read the label and tag ‘Where Australian Shiraz began’

49%13%

39%

59%

57%

22%

37%30%

3%

Other 18%

31

49626664

10

22815

32142017

92

64

In line with category interest, the ad is also found to be interesting, again ‘Intensity Captured’ slightly more soQ6. How interesting did you find the advert?

Intense Sensation

%

2.9

79%

Very interesting

Fairly interesting

Not very interesting

Not at all interesting

Mean score: (+4 to +1)

MB UK Online Print

Norms%

74%84%

Intense Red%

Intensity Captured

%

2.76 3.04

59%

2.60

The Creative Hook

Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Online Print norms (92 ads)

Same among WE drinkers and non-

drinkers

32

We evaluate engagement of print advertising through a validated set of adjectives

More likely to engage

Less likely to engage

Lessappealing

Moreappealing

Unpleasant

IrritatingDisturbing

Involving

Interesting

Distinctive

Weak

BoringDull

GentlePleasant

(0)

(+10)

(0)

(+10)

Soothing

The Creative Hook

33

Distinctive

Interesting

Soothing

Pleasant

Gentle

Weak

Dull

Boring

I rritating

Unpleasant

Disturbing

Involving

The ad is engaging in an appealing way – very little negativity emerging

Q7,8,9. Engagement diagnosis

Intense Sensation

Intense Red

Intensity Captured

Australia Online TV norm

(n=41)

(Each axis 0-70%)

The Creative Hook

34

8

6

12

12

24

24

46

40

58

70

The response to the ad is overwhelmingly positive and serves to move the brand personality towards stylish and modern; low levels of negatives

7

7

11

17

20

25

42

43

50

59

OP41/42. Which of these words describe the ad?

%

Intense Sensation

Base: Total (n=100) Intense Red (n=50) Intensity Captured (n=50)

Stylish

Modern

Confident

Lively

Original

Genuine

Pretentious

Too Modern

Insincere

Messy

Intense Red Intensity Captured

% %

6

8

10

22

16

26

38

46

42

48

Any Positive % Negative %WE Drinkers 94 42

Non Drinkers 96 22

WE Drinkers 16%

WE Drinkers 18%

WE Drinkers 14%

WE Drinkers 10%

The Creative Hook

35

Likes about the ad: Intense RedQOP25. What did you like about the ad?

Liked the look of the wine, looked refreshing

The splash of wine around the bottle

Crisp image

It was eye catching

The modern appeal it had

Unique colour of the bottle. Bottle was bold and stood out, made me want to try the wine, maybe it was

being shoved into my face. A pleasant association of calmness and enjoyable

food in pleasant surroundings

The red effect of the bottle, it was not cluttered with too

much information

The Creative Hook

Colour & design

Colour red is striking, so gets the attention

I loved the colours and sense of history

36

Likes about the ad: Intensity CapturedQOP26B. What did you like about the ad?

Makes Wyndham Estate seem a bit more contemporary

Clear and crisp.

I enjoyed the oversized bottle that sat on the page. I felt I could get into the bottle and go

swimming

Nice colours, easy to read, clear presentation

The contrast of colours; the brightness; simplicity makes it look more classy.

The colour of the wine swirling in the bottle

Clear bold lines, distinctive design on the

bottle

Colour, placement and style

The Creative Hook

Not a lot to read

Eye-catching, colour, bold, distinctive, noticed and remembered type of wine well

37

The elements of the ad that are liked are very much in line with what stands out most

QOP25. What did you like about the ad?

Base Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

Intense

Sensation Intense Red

Intensity

Captured

Any Likes 94 92 96

Colour 29 30 28

Eye-catching 27 26 28

Bottle 21 16 26

Label 14 8 20

% % %

The Creative Hook

38

Dislikes about the ad: Intense RedQOP26B. What did you dislike about the ad?

Not much to dislike, the page was not crowded, maybe a little

more splash of colour

It’s no different from the usual wine ads. Could have been different, so as to stay in

the reader’s mind. It should create the image that Shiraz stands for

Nothing else but a bottle – no story or anything to relate the bottle to

Too much happening

A bit of the same as we have seen in other wine adverts. There was nothing there but a bottle of wine. A bit boring

Boring

Not too much info about the product

The Creative Hook

39

Dislikes about the ad: Intensity CapturedQOP26B. What did you dislike about the ad?

Not sure if I like how the wine is shown to be like paint strokes

Did not explain the flavour - wooded/unwooded etc.

There was no instant association to who had made the wine that went with my mental image

of swimming in the bottle, so for me it could have been made by any company. I had a

mental afterthought of 'who’s wine is it' and there was no mental 'Wow's' just 'Oh'

Not much different to adds of a similar product

The price, as I think it will be expensive

Boring

Forgettable

A bit bland and boring and same-same with other brands

The Creative Hook

40

Levels of dislikes are low – though for some the simple design is boring or lacking information

QOP26B. What did you dislike about the ad?

Intense Sensation Intense RedIntensity Captured

Any Dislikes 31 32 30

Ad didn’t give enough information about the product

8 8 8

Boring Ad 7 8 6

% % %

Base Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50)

The Creative Hook

41

17% 16% 18%

83% 82%84%

0%

25%

50%

75%

100%

Intense Sensation Intense Red Intensity Captured

Yes

No

76% 75% 78%

24% 22%25%

0%

25%

50%

75%

100%

IntenseSensation

Intense Red IntensityCaptured

Yes

No

Few would find the ad hard to understand

Q31a. Do you think most people would understand this advertisement right away when they first see it?

Q31b. Would they make an effort to work it out?

Base: 31a Total: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50). Q31b Wouldn’t understand right away: Intense Sensation (n=17)* Intense Red (n=8)* Intensity Captured (n=9)*. *caution low base size

MB UK Online Print

Norm%

68

32

MB UK Online Print

Norm%

35

65

The route through the ad

42

Branded Memories - Visuals must lead viewer to the brand and message

Striking images and well branded

Print ads must involve the consumer and establish a clear and easy link to the brand

H

43

Spontaneous playback of the brand name features various combinations of the full brand name …

Q10a/b. What was the brand and product being advertised?


Intense

Sensation

Intense

Red

Intensity

Captured

% % %

Any Wyndham Estate 46 40 52

Any Wyndham 66 68 64

Any Bin 555 45 48 42

Wyndham Estate Bin 555 Shiraz 22 20 24

Wyndham Estate Bin 555 7 6 8


44

47 46 48 39

18 20 1613

15 12 18 15

17 18 16 23

10---

Intense Sensation

%

3.68

65%

Mean score:

MB UK Print Online Norm

%

66% 64%

Intense Red%

Intensity Captured

%

3.71 3.65

… when prompted, the ad is rated as being very well branded

Q11b/d. You’ve just seen a magazine advert for Wyndham Estate Bin 555, which one of the phrases below applies to this advert?

You couldn't fail to remember it was for Wyndham Estate

It is quite good at making you remember it is for Wyndham

Estate

It is not all that good at making you remember it is for

Wyndham Estate

It could have been for any wine

It could have been for almost anything

42%

3.19


Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Print Online norm (92 ads)

45

Main impression: Intense RedQ27. What impressions did the advert give you about Wyndham Estate?

Fun, inviting, fresh

That it is reinventing itself, but still maintains its heritage

That brand improving in the best way

Creative and intense

The advert gave me the impression that the brand is stylish, sensual and has a long history of wine making

New and alive

Cheap wine dressed up to make it look good

Fresh Something worth trying

Up market

It is trendy

Quality

A good drop of wine, a must try …


46

Main impression: Intensity CapturedQ27. What impressions did the advert give you about Wyndham Estate?

Good, reliable brand - value for

money

Time they had been making wine

That Wyndham Estate wants to revitalise their

image

Classy, fresh

Improvement Good quality for a good price

The colour

It sais that it was a hip brand that was in touch with today’s world

It’s mystical and dark

Quality

Fun, modern, sophisticated

It is a young, fresh brand. Appeals to younger people


47

Spontaneously, no one message comes through particularly strongly

Q21/24/27/28. Total Spontaneous Communication


IntenseSensation

%

Intense Red%

IntensityCaptured

%

Quality 23 18 28 Classy product 10 10 10 Premium quality 7 6 8 Good product 6 2 10

Heritage 19 20 18 Australian owned 7 8 6 Been around a long time 5 2 8 Reputable/trustworthy 5 4 6 Rich heritage 5 8 2

Personality 15 14 16 Modern 7 4 10 Fun 5 4 6 Cool 5 4 6

Fresh product 7 4 10Good taste 6 8 4Intense flavour 3 4 2


48

Even when prompted, no one message is dominant

Q36. Which one of these impressions did the advert give you most strongly about the brand?Q37. Which other impressions did the advertising give you about the brand?


3

20

36

35

44

36

40

41

1

5

10

11

13

15

17

20

‘Intense Sensation’

Has a rich heritage

Is stylish and sophisticated

Is modern and up to date

Is a premium quality wine

Has an intense flavour

Is a wine that indulges the senses

Is a pioneering brand

Is old fashioned

% %%

‘Intense Red’

‘Intensity Captured’

4

24

30

44

40

24

32

46

2

6

4

12

16

12

16

22

2

16

42

26

48

48

48

36

0

4

16

10

10

18

18

18

Strong impressionsStrong + other impressions


49

52 54 50

15 14 16

27 24 30

68

4

Two-thirds of the sample find the communication relevant to them – in line with expectationsQ32.If you were buying a bottle of wine, how relevant would the points made in the advert be to you?

Intense Sensation

%

2.76

67%

Very relevant

Quite Relevant

Not very relevant

Not at all relevant


68% 66%

Intense Red%

Intensity Captured

%

2.74 2.78

Indicative norm 2.60



50

34424242

10242223

41303231

9423

101

2 -

The ad is thought to be credible

Q33.How strongly do you agree or disagree that what the advert puts across about Wyndham Estate Bin 555 is believable?

Intense Sensation

%

3.83

65%

Agree strongly

Agree slightly

Neither agree nor disagree

Disagree slightly


64%

48%

Intense Red%

Intensity Captured

%

3.80 3.86

Disagree strongly

66%

MB UK Online Print Norm

%

3.31


Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Online Print norm (33 ads)

51

5568

42

10

4

16

28 2036

78

6

Some new news does come through

Q34.How much information does the advert give you about Wyndham Estate Bin 555?

Intense Sensation

%

2.68

65%

A lot of new information

Some new information

No new information

No information at all


72%58%

Intense Red%

Intensity Captured

%

2.68 2.68




52

41 4834

114

18

41 40 42

4 4 4

243

And the ad does a fair job at differentiating the brand

Q35.How strongly do you agree or disagree that the advert makes you think this brand is really different from others?

Intense Sensation

%

3.53

52%

Agree strongly

Agree slightly

Neither agree nor disagree

Disagree slightly


52%

Intense Red%

Intensity Captured

%

3.44 3.62

Disagree strongly

52%




53

As might be expected, response is stronger from current drinkers of Wyndham Estate

Base: Intense Sensation (n=100) WE Drinkers (n=50) Non-drinkers (n=50)

Total WE Drinkers Non Drinkers

Relevant 2.76 2.78 2.74

Credible 3.83 3.96 3.70

New information 2.68 2.78 2.58

Different 3.53 3.70 3.36


54

New Information

Imm

edia

te P

ersu

asio

n

The Persuasive power of an ad correlates strongly with the amount of new information consumers perceive

Persuasion increases still further if the

news is both relevant and credible

Source - Link Database

55

Intense Sensation

%

MB Online Norm

%

Strongly encourages me to continue buying Wyndham Estate Bin 555

44 22

Makes me much more likely to consider Wyndham Estate Bin 555 again

9 6

Makes me much more likely to try Wyndham Estate Bin 555 in the near future

17 5

Trialists (Buy Wyndham Estate Bin 555

from time to time or in the past)

Users (Buy Wyndham Estate Bin

555 most often or regularly)

Bottopm line: The ad works well to encourage future purchase from regular buyers but performs less strongly amongst others – albeit above norms

QF14a/b/c. How will the advert affect your use of Wyndham Estate Bin 555?

Non Users (Don’t buy Wyndham Estate Bin

555)

No difference

by execution


56

4936

4842

7301221

34323835

52

22 7-

--

The brand also works well at enhancing brand appeal among drinkers and non-drinkers alike

Q20. How did the advert make you feel about Wyndham Estate Bin 555?

Intense Sensation

%

3.82

63%

Much more appealing

A little more appealing

It didn’t change my feelings about

Wyndham Estate Bin 555

A little less appealing


MB UK Online Print

Norm%

60% 66%

Intense Red%

Intensity Captured

%

3.70 3.94

56%

Much less appealing

3.43


Base: Intense Sensation (n=100) Intense Red (n=50) Intensity Captured (n=50) MB UK Online Print = (59 ads)

WE drinkers 3.84Non-drinkers 3.80

57

Feel Good Factor 38

42

4

The emotional response to the ad is overwhelmingly positive

Average Positive

Emotions

Average NegativeEmotions

Emotional Response – Q46/47. Which one of these emotions did you feel the most when you watched this ad? And which one of these emotions did you feel the most when you watched the ad? Base: Norm (n=7 ads) Total (n = 100)

80

48

49

4242

52

26

31

Attracted

Contented

Confident

Surprised

Excited

Inspired

Affectionate

Proud

11

3

6

32

1

8

3

Unimpressed

Repelled

Inadequate

Sad

Annoyed

Hatred

Disappointed

Guilty

AttractedExcited

Confident

Contented

Affectionate

Surprised

ProudInspired

RepelledInadequate

Sad

Hatred

Disappointed

Guilty

UnimpressedAnnoyed

Any Emotion Felt

Positive Dominant Emotion

Feel Good Factor

Negative Dominant Emotion

The processed takeout

58

The ad is thought to fit very well with existing perceptions of Wyndham Estate – a little polarisation among P6M drinkers

Q43. How well does the advert fit in with how you think of Wyndham Estate Bin 555?

665862

182823

21064

23

Intense Sensation

%

3.12

85% 86% 84%

WE Drinkers%

Non Drinkers%

3.14 3.09

Fits very well

Fits quite well

Doesn’t really fit

Doesn’t fit at all



Base: Intense Sensation (n=100) WE drinkers (n=50) Non Drinkers (n=50)

59


H

60

Slogan meaning: Intense Red

Full bodied, gutsy, ballsy, very Australian

That the wine is a beautiful colour and tastes beautiful!

It will taste intense and be full of flavour

Strong flavour, good quality

A good quality dark red wine

Has intense flavour, a richness

Great tasting full bodied

Good quality solid red wine


QCL1.The slogan in the ad was ‘Intense Red’. What do you think that says about Wyndham Estate Bin 555?

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Slogan meaning: Intensity Captured

The richness and goodness of the grapes have been captured in this wine

I think it refers to the taste of the wine

Full flavoured wine with an intense taste

That it is a strong full bodied wine

More depth in the style of wine

A brand that has depth and quality

Good quality wine with strong flavours

That they have captured the rich shiraz flavour at the

right time and infused it with further intense flavours

It makes me think that the wine is very intense like a wild animal and has to be

captured and contained but if you dare to get near it you would find you liked it very

much

Probably a quality wine


QCL1.The slogan in the ad was ‘Intensity Captured’. What do you think that says about Wyndham Estate Bin 555?

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‘Intense Red’ cues flavour and taste more strongly

QCL1.The slogan in the ad was 'intense Red' / 'Intensity Captured'. What do you think that says about Wyndham Estate Bin 555?

Base: Intense Red (n=50) Intensity Captured (n=50)

Intense Red%

IntensityCaptured

%

Flavour/taste 68 40

Intense flavour 18 10

Full of flavour 16 10

Strong flavour 10 6

Great taste 8 8

Intense taste 8 2

Rich, deep flavour 6 10

All the flavour captured in the bottle - 8

Red Wine20 -

Quality Product 14 14


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As a slogan, respondents prefer ‘Intense Red’

QCL3. Which two of these slogans do you prefer?

Intensity Captured

36%

Intense Red 64%

Base: Total sample (100)


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Reasons for preference: Intense Red

I feel the word captured is a bit negative and I don’t really think its appropriate to use

with a wine advert

The other seems a little over the top.

Less pretentious, more applicable to wines at the cheaper end of the

price/quality scale

Captured doesn’t seam quite right

Reflects the stark red crimson colour

It brings to mind a better bodied red that the other

slogan Suggests a 'big' shiraz

It’s a red wine and think it

describes the palate a bit

better

QCL4. Why do you prefer the slogan?

It is a red wine – I can imagine how great it will

taste Easier to relate to the red wine

Suggests a strong flavour

Because the other slogan is crap

Intensity captured sounds pretty poncey!!


65

For me it says flavour – depth to the wine and the passion that has gone

into making it

It evokes capturing the flavour in a bottle – ready to be shared

Captured is a stronger adjective that Red…which did not signify any

important reactive message to the buyer

Has more appeal requiring some thought as to what it is

actually saying

Has more 'class about it'

Intense red seems too full-on. Intensity

captured gets the message across in a more appealing way

A bit more sensual

It brings to mind a vision of something waiting to be

released and enjoyed

Not as simple, more interesting, makes you think more about how the product was

made

Probably a quality wine

Reasons for preference: Intensity CapturedQCL4. Why do you prefer the slogan?


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Intense Red is preferred for being more straightforward; those who preferred ‘Intensity Captured’ like having to work harder

QCL4. Why do you prefer the slogan ………

Base: Preferred slogan - Intense Red (n=64) Intensity Captured (n=36)

Intense RedIntensityCaptured

% %

To do with the colour red 23 8

Sounds better 19 11

Les pretentious 9 6

Describes product better 9 -

Easier to understand 6 3

About capturing flavour in bottle 14 17

Stronger imagery/requires thought 3 11

Appealing 3 8

Suggests high quality wine 3 8

More interesting 2 8


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Print Link™ PresentationWyndham Estate Intense Sensation Link for Print

Date: 24thh January 2008

Prepared for: Orlando Wines, a division of Pernod RicardClient Service Team: Daren Poole

1 Link for Print Presentation Wyndham Estate Intense Sensation Date: 24 January 2008 Prepared for: Orlando Wines, a division of Pernod Ricard.

Documents

summary slide

wyndham estate brand

persuasive slide

ad boring

intense sensation execution

brand personality

brand appeal

background wyndham estate