Vendange Teams With V Foundation for a Good Cause

Supporting a worthy cause is as easy as buying a bottle of wine with the "Celebrate March Gladness" campaign from Woodbridge, CA-based Vendange, a Canandaigua Wine Co. brand. For the second consecutive year, Vendange teamed up with The V Foundation for Cancer Research, named for the late North Carolina State basketball coach Jim Valvano. "We originally partnered with the V Foundation regionally in the Southeast where recognition of Jim Valvano is greatest," says Jeff Muller, director of national promotions for Canandaigua Wine Co. "Vendange was looking for a place in national cause marketing, and The V Foundation was a natural link to Vendange and our prominent 'V' icon. We thought the link to college basketball would be an additional factor that would resonate with buyers and retailers." Through this campaign, Vendange made a donation to The V Foundation for every bottle of wine sold and provided support through event sponsorships. Last year, Vendange donated approximately $150,000 to The V Foundation. While the campaign was aimed generally at wine consumers and sports fans, Vendange's primary customers are upper-income, college-educated women ages 25 to 50. "We aim to attract consumers who are sympathetic to and support noble causes such as The V Foundation," says Muller. "Secondarily, we are attracting sports fans who might similarly support a worthy cause."The main P-O-P element (P-O-P served as Vendange's only consumer messaging vehicle) was a large motion display featuring a spinning, regulation-size basketball (shown). Vendange worked with two P-O-P manufacturers -- Walnut Creek, CA-based Bridges Marketing Group and The Display Connection, Moonachie, NJ -- to incorporate the promotion's "V" theme into the temporary unit. Additionally, bottleneck hangers offered consumers a $3 mail-in rebate on every bottle purchased and encouraged consumers to donate to The V Foundation. Table tents and posters also supported the program.The spinning basketballs, each powered by a small, battery-operated motor, were attached in the center of the "V" via custom-made top and bottom caps. The "V" components shipped flat and were assembled in-store by Vendange's salesforce and distributors. Once assembled, up to 45 cases of Vendange wines could be stacked around them. Last year, Vendange's "Celebrate March Gladness" P-O-P display used interactive sound clips of Valvano's voice. The displays were so popular that some "disappeared" from retail locations. For 2005, the winemaker wanted an equally engaging display."We've never integrated spinning basketballs into a display before, so that's a first," says Muller. "In my opinion, any good display should incorporate something new and innovative. It's particularly important when you continue a campaign from year to year so that it's not confused with previous efforts."

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