Chateau Ste. Michelle has joined the growing list of wine
brands targeting women who need a break from their routines. A Cole & Weber
United campaign includes print with the copy "It's where you become you
again -- not mom, not colleague, not chauffeur, cook or cleaner-upper."
In recent years brands like MommyJuice, Mommy’s Time Outand Mad Housewife have emerged. Popular Facebook groups allude jokingly to being driven to drink, including“Moms Who Need Wine,” which has more than 640,000 followers, and “OMG I So Need a Glass of Wine or I’m Gonna Sell My Kids,” with more than 127,000 followers.
Central to Chateau Ste. Michelle’s campaign is a Facebook
application that works like a digital version of refrigerator poetry. Users
customize an equation that begins “Me + A glass of wine” and ends “ = My
Chateau.” Within, users string together words and symbols to complete the
equation. So one might formulate: “Me + A glass of wine + Camping — (symbol for
thunderstorm) + my kids — (symbol for computer monitor) = My Chateau.”
Psychographic segmentation, based on lifestyles/shared attitudes&experiences toward child-rearing. What do you think? Any downside?
I read the rest of this article online, and I found the marketing approach that these companies take to be very interesting. They said that Chateau Ste. Michelle will not advertise in guilty pleasures such as tabloid magazines, but rather will place ads where a mom is "spending the responsible part of her day." I think this is smart because if she saw the ad in something she considers a guilty pleasure, such as a tabloid, then she will associate the wine with guilt and will be less likely to drink it. If she sees it while she is out doing something responsible, then she will be more likely to associate the wine with something acceptable, maybe even responsible, to do, and will be more inclined to drink the wine. I also thought it was interesting how MommyJuice Wines does absolutely no advertising at all. They simply rely on Facebook and YouTube to be successful. I think this is effective because moms are able to talk to each other online and see they are not alone. If moms see that there are other normal moms who drink wine while raising kids, they are more likely to feel okay doing so because they are not alone.
ReplyDeleteYes! We like to be unique . . . but not alone! It helps to realize that others know how we feel/what we're going through.
ReplyDeleteI find it interesting that Chateau is using a Facebook application to do this particular campaign. Having looked first at their main homepage, http://www.ste-michelle.com/ , I find the contrast in styles between the two particularly fascinating. Its obvious from their website that Chateau Ste Michelle has a more relaxed and engaging personality in their Facebook postings and interactions. So sharp is the contrast between the two that I almost felt I must have been at the wrong Facebook page or homepage, although I was not. Ultimately though I think its a smart move for them to target a segment of mother's who enjoy wine looking for an escape. I think the Facebook application is a good idea because I would assume most mothers would check Facebook at the end of the day long after dishes are done, children are asleep, and its "her" time of course with a glass in hand.
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