CYT x Joy Wine

As many drinks brands do, marketing a product born from established stock to a younger, more sceptical audience can feel daunting, uncertain and frankly alien to most.

But for those brave enough to diversify and rebuild their brand it can also be revitalising, hugely rewarding and bloody exciting all at the same time! Enter the #WorldOfJoy

A slice of success with your Gen-Z and tonic?

We spent time unpacking how, what and where our audience consumes media. Where they play, what they drink, and their appetites for new brands. Who they trust, and their interests. What brings them true joy.

Only by being armed with our map of this fresh new audience, were we able to help CYT drive a fresh new marketing initiative and take Joy Wine to market.

Naturally, we wanted to help the brand separate from other wines in the portfolio. As Joy says a happy farewell to stuffy old wines, notes of plum and products that require a dictionary to actually pronounce them. We used the below tongue-in-cheek creative to gain confidence and buy-in from retailers. (Proudly winning ASDA’s £200k Merchants Den marketing competition at the same time.)

Our brand team crafted a vision for the product, while our social media experts developed a digital-first strategy to drive awareness and conversion. Our experiential team brought the product directly to customers, and our broader product teams enhanced the entire brand experience.

Carly Dunne, Head of Creative

A vibrant, youthful brand direction building upon their previously established logo and packaging.

Driving brand awareness and store locator functionality - we set up a targeted paid strand of activity to drive consumers to a brand-centric website.

We built an end-to-end marketing strategy. Market entry, influencer-driven campaigns, always-on paid, merchandise, competitions and a forward-thinking 3-year plan on how to make the most joyous impact possible.

In a rush? Here’s Joy - in 5 minutes.

Because that’s exactly how we want our audience to digest our content. A community full of joyous moments, messages and lifestyle content they can relate to. All subtly underpinned by sales drivers to ASDA and the in-store experience.

How do you make an immediate splash on social whilst generating an ever-green bank of content in a cost-effective manner?

Precisely the question we asked ourselves. The answer - we hosted an influencer-only event named ‘The Drop’.

Get in touch with our team for support on your next project or campaign. Book a consultation with our creative department here:
enquiries@paradise.london