October 28, 2024 Case Study 0

Oz Winery

Background

What could be more fun than working with a wine brand based on the characters and story found in L. Frank Baum’s literary classic The Wonderful Wizard of Oz.. Based in Wamego, Kansas, known for its Oz Museum, Oz Winery has wines with names like, Melted Merlot, Curl Your Stockings, Witch Gone Good and Drunken Munchkin.

Challenges

Either unaware that Oz Winery exists or think the wine won’t be any good.
Stigma around table wines and non-vinifera varietals (vs. “known” French varietals) – challenge specifically in attracting “wine enthusiasts”.
Asking for DTC sales in a space dominated by low-cost wines with the convenience of retail distribution.
Engaging DTC consumers in a brand that relies heavily on an on-site experience and in-person ambience to sell.

Assignment

Design a website consistent with the creative brief (below), Oz Winery’s storybook approach to wine and the spirit of fun as found in the books.
Create consistent integrated digital campaigns, website and collateral
for the Oz Winery brand, its wines and gift sets.

Marketing Goal

Grow email sign-ups
Increase social followers, particularly Instagram.
Drive online sales
Increase club membership

Awards Won

2023 AVA Digital Awards
Gold

2023 Viddy Awards
Honorable Mention

Support Categories

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Brand Creative Brief

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Brand Style Guide, Including Illustrative and Art Styles

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Website Design and Build

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Digital Marketing Plan: Social posts and Meta and Google ads

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Original Illustrations, Photography and Merchandise (for Contests and Giveaways)

Project Details

Oz takes a storybook approach to wine. Their brand is fun, intriguing and unexpected. There is something for everyone — courageous or curious, knowledgeable or novice, friend or foe – take time to find out what there is to ‘heart’ about Oz winery.

Target Audience

Primary: Current customers. Predominantly female Millennials.
Secondary: Wizard of Oz fans who drink wine.
Tertiary: Tourists.
Internal team.

Main Message

Oz Winery’s small batch wines are as good as Glinda, all wrapped up in a whimsical experience to bring happiness to your inner child

What Do We Want Them to Believe?

There’s no place like Oz Winery. It is a unique combination of the creativity of an iconic story, humor, striking art and small batch wines that, like Glinda, are good.
Oz Winery creates good wines without the pretention associated with other wineries and their wine. And, with their breadth of varietals and price points there is something for everyone.
Oz Winery’s collectable, limited edition wines are a great reason to become a wine club member. And, the whimsical gifts keep the wine club experience surprising and fun.

Reasons to Believe

Wine should be a fun addition to your table, party, or get together with
friends. And, what’s more fun than all things Oz!
Variety of price points to fit everyone’s budget.
Breadth of varietals to fit everyone’s taste.
Impulse friendly, so you can discover varietals you didn’t know existed.