Building Bonds with BONDLE Wines.
LIVE CLIENT PROJECT
My Role: Research, Business Case, Brand Opportunity, Strategy, Creative Ideation, Design
My Team: Eleni Alafoginis (Art Director), Kate Coleman (Strategist), Kate Luse (Copy Writer), Nika Rahini ( Brand Manager), and Pat Rivera (Brand Manager)
The ask
BONDLE Wines has established itself as a magnum-exclusive brand. It is launching a fresh line of standard-size wines to improve consumer consideration and sales.
The problem
However, as a direct-to-consumer (DTC) brand, BONDLE is grappling with the challenge of effectively reaching and engaging its desired audience.
The solution
Build a connection with today's wine drinkers by demonstrating how BONDLE's focus on community elevates every occasion.
Background
Established in 2021, BONDLE Wines has the mission to forge connections among strangers, acquaintances, friends, and families. Rooted in generosity and hospitality, BONDLE’s signature magnum (1.5ml) bottle of wine embodies the essence of preserving quality and extending moments of conversation and celebration. Despite embodying the spirit of community, BONDLE struggles to connect with its intended audience due to being a new, predominantly direct-to-consumer (DTC) brand with a premium price point.
Looking to align with its vision of creating meaningful bonds, BONDLE is hoping to connect with wine drinkers of today by launching a new wine collection.
Millennial Mindset: An Ideal Audience for BONDLE's Community-Centric Approach
The target demographic that resonates with BONDLE's community-centric approach is the Millennial generation. This group stands out due to their:
Substantial disposable income, wielding a spending power of over $1.8 trillion in the US.
Status as the second-largest generation.
Adventurous approach to wine, seeking novel experiences and connections.
Value for authentic interactions and meaningful connections.
These Millennials, aged late-twenties to late-thirties, have stable incomes that allow for lifestyle indulgences. They lean toward a ‘maximalist’ lifestyle and possess a wine appreciation that falls between casual enjoyment and a curated collection. A pivotal aspect of this group is social gatherings, be it for celebrations or moments of bonding.
Addressing the Challenges of Modern Bonding
Yet, during the mid-20s, individuals often experience a reduction in the size of their social circles. Oxford University's research reveals that the average person's social network peaks at age 25 and subsequently declines with age. This shift in dynamics, coupled with a desire for authentic connections, poses a challenge. Even those with social circles yearn for deeper connections, novel experiences, and meaningful reasons to come together.
As a result, they prioritize quality over quantity, making the process of forming and nurturing connections more challenging and even daunting.
Insight
The desire for community exists, but individuals often wait for an invitation to connect.
This is where BONDLE can play a transformative role. Positioned as a community and bond builder, BONDLE has the potential to shift people from passively waiting for connection to proactively creating moments of connection.
Strategy
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Strategy 〰️
Demonstrate how BONDLE creates community by enhancing any gathering and every moment.
Creative Recommendations
Stage 1: Bonding the brand to the people
Emphasizing brand marketing enables BONDLE to swiftly convey its unique values, fostering trust and boosting customer confidence. Storytelling on its website and social media enhances engagement, capitalizing on the emotional resonance that drives customer exploration and consideration of new wines.
Stage 2: Engaging Influencers in the world of wine
Harnessing influencer connections acts as a catalyst in wine discovery. Insights from Social Media Supply Gem and Millennial Wine Consumer affirm the trend: 57% of millennials heed influencer endorsements, and 50% uncover wines through social platforms.
Each influencer type (micro, mid-tier, and macro) requires a unique strategy. BONDLE has avenues to engage them, be it sampling the wine, fostering personal exploration, or crafting dedicated experiences through events. All these routes enable influencers to connect with the brand, experience the new collection firsthand, and extend the encounter to their followers.
Stage 3: Uniting Tastes and Connections through wine experiences
In tune with the millennials' preference for meaningful experiences over possessions, BONDLE can strategically focus on events. This involves partnering with art galleries, museums, and restaurant openings, allowing BONDLE to showcase its wines organically.
Additionally, BONDLE can expand its collaborative spectrum by teaming up with Bumble. Bumble hosts Bumble IRL events - these local gatherings serve as platforms for individuals with shared interests to bond. For these events, BONDLE will sponsor the "Find Your Perfect Pair" events, where wine and connections intermingle, further amplifying BONDLE's brand presence. This collaboration increases visibility and resonates profoundly with the notions of unity and community, embodying the essence of contemporary values.
