The Wine Group was launching Corbett Canyon in the fiercely competitive “premium wine” segment. The advertising campaign’s objective was to gain awareness and trial. The company came to Hawk wanting to run spot radio in the top one hundred markets, representing roughly sixty five percent of the U.S.

Because of its efficiencies and national coverage, we recommended moving the brand to network radio so the client could leverage a national advertising program to gain wider distribution. We selected a combination of networks and syndicated properties to deliver the demographic and geographic targets. To gain trial and separate the brand from “the pack,” it was determined that advertising run during non-traditional wine advertising periods. Merchandise and trip giveaways were negotiated as incentives to the trade.

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