ChocolatRouge Campaign Book

KarriGallagher-CalvinGrover-DanGunderson-TimO’Hollaren-JoshOjala-KelseyMcKey-KristaVoyvodic

ChocolatRouge | Page 0
Table of Contents
1. Executive Summary 2
2. Situation Analysis 3-22
3. Primary Research 23-29
4. Campaign Objectives 30
5. Target Audience Recommendation 31-34
6. Media Plan 35-48
7. Creative Plan 49-64
8. Promotions 65-84
9. Budget 85-87
10. Conclusion 88
11. The Team 89
12. Works Cited 90
13. Appendix 91-94

The pairing of chocolate and wine is nothing new. Much
like cookies and milk, or strawberries and champagne, it
is a classic combination that never gets old. While people
have been enjoying chocolate with wine for ages, nobody
has ever thought of bottling them both together...until
now. ChocolatRouge is one of the first chocolate wines
to hit the shelves, and it is currently one of the leading
brands. Smooth, red wine infused with a hint of chocolate,
ChocolatRouge is a delicious indulgence that transforms an
ordinary moment into something special.
Because chocolate wine is so new, we discovered that most
people had never heard of it. Even more perturbing, the
general consensus of those who were enlightened of its
existence was that it didn’t sound appealing. Coupling these
insights with the challenge of breaking into the already vast
wine market, and we had our work cut out for us. At any
rate, we are confident that our marketing plan will propel
ChocolatRouge to the top of its category and set it apart
from the competition.
We will be targeting Millennials, women specifically,
due to the size of this generation and their tendency to
consume wine and other flavored alcohols. We will reach
this demographic through interactive and social media,
driving traffic to our pages by airing a unique series of TV
ads that also push brand recognition. We plan to promote
the product by entering various wine and chocolate festivals,
as well as hosting several of our own events. Additionally,
we propose partnering with hotel chains to further increase
product awareness. By promoting the ChocolatRouge brand
through our TV ads and guerrilla marketing, and promoting
the product across a span of events and collaborations, we
have created a strategy that will put ChocolatRouge on the
map and in the hands of consumers.
Executive Summary

Definition
The wine market is vast and integrates many varieties from red to white
throughout the world. Chocolate wine is new to the scene and is classified in
the dessert or sweet wine category. This report will examine the changes in the
wine market and trends that are emerging in the industry.
SIC Code
The SIC code for the ‘wine and distilled beverages’ is 5182. The 51 describes
the wholesale trade and non-durable goods industry. The eight accounts for
all alcoholic beverages and the two narrows it down to only wine and distilled
beverages. The NAICS code is 312130.1
1 Mintel
Market
In this section:
Market
Competitive Position
Consumer
Distribution
Advertising History
Promotional Background
Situation Analysis

Market Size and Growth Trends
The U.S. wine market has estimated sales of $40 billion for 2012. This would
amount to a 5.8% increase from the previous year as the industry continues
to grow. This market accounts for a huge portion of alcohol sales and it still
continues to rise. The rise in the market is beneficial because people are
more apt to indulge themselves. However, even though the wine industry
continues to grow, the dessert and chocolate wine segment only accounts for
a small portion of sales.
The majority of the market is controlled by the domestic wine segment which
continues to outsell the import industry due to its price and convenience.
The trend towards domestic wine is even more apparent among various age
segments. Domestic wines are generally less expensive than imports. There
are also more brand names in convenient locations. Price has remained an
important factor due to the impact the recession had on wine sales. During
the recession, people were buying less wine and less expensive wine. As the
economy continues to recover, the sale of higher priced wines has increased
among certain audiences.
A large part of the market that challenges the wine industry is the Millennial
segment. Millennials are often in pursuit of lower prices due to their financial
constraints. However, as consumers get older, they tend to not only buy
more wine but also spend more on pricier bottles. Currently, Millennials
are driving alcohol trends and will most likely continue to do so due to the
size of this generation. After 2015, 77.7 million Millennials will be of legal
drinking age, further widening the segment.
Another trend in the
market is how exactly
wine is distributed.
Wine is sold through
a variety of channels.
The majority of wine is
sold within the “other”
channel category which
includes: wine/liquor
stores, supercenters,
warehouse clubs,
natural food stores, and
convenience stores. This
segment accounts for
68.3% of market sales.

Other trends that are increasing in both popularity and importance are
environmentally friendly packaging and fair trade. Over recent years, the
organic and environmentally conscious movement have grown enough that
wine manufacturers need to think about how they produce and package their
wines. After addressing the growth and trends of the market, we need to look
into why and how the market is going to grow in a little more detail.
Market Forecast
The fan chart represents the projection of growth within the industry. Even
in the worst case scenario the wine industry is still going to increase over the
next 5 years.
According to Mintel, future growth of the wine industry will be heavily
reliant on the ability to target Millennials. Both consumption and sales of
wine are expected to increase, as more Millennials reach legal drinking age,
which will boost consumption and sales in the wine industry.
Though Millennials play a crucial role in market growth, the rebound from
the recession and the rising economy are the major factors to consider.
People are buying higher priced wine and more wine in general than they
have previously, which will promote sales and growth. The question is, where
in America do we find these people?

Distribution of the total market
After looking into the Kantar Media Analysis’ Standard Rate Data System,
we discovered which major cities are home to consumers who drink different
types of alcohol including domestic wine, imported wine, and liqueurs.
The cities with the highest indexes were fairly consistent throughout each
category. San Francisco had the highest index in all three categories, coming
in at 134 for domestic wine, 164 for imported wine, and 121 in the liqueur
category. Other cities that were consistently found throughout the report
were Washington DC, New York, and Boston. Washington DC was a close
second to San Francisco with an index of 128 for domestic wine, 143 for
imported wine, and 115 for liqueurs. New York was third highest in both
wine categories with an index of 121 for domestic and 142 for imported.
When focusing on San Francisco and San Francisco County specifically, the
highest amount of users are found drinking domestic wine more than any
other type of alcohol. These consumers are drinking hundreds of different
domestic wines that are distributed in San Francisco, as well as the whole
country. With this in mind, we decided to dive deeper to find just how
specific the wine market gets.
Domestic wine:
San Francisco-134
Washington DC-128
NYC-121
Boston-121
Imported Wine:
San Fran- 164
Washington DC-143
New York- 142
Boston-130
Liqueurs:
San Fran-121
Wash DC-115
Boston-112
LA- 108

Market Makeup
The wine market as a whole is very large, but because ChocolatRouge,
Chocolate Shop and ChocoVine are the only major brands of chocolate wine,
the chocolate wine market is rather small. Other competitors include other
sweet wines as well as cream liqueurs, such as Kahlua and Bailey’s. All bottles
of chocolate wine are 750ml, which is standard for wine bottles. Kahlua and
Bailey’s are both bottled in the same size, with other available sizes like 50ml,
375 ml or 1.75 liters.
In regards to price, all chocolate wine brands are $11.99 in Safeway. However,
Bailey’s and Kahlua are significantly more expensive, reaching retail pricing of
$26.99 and $19.99 at Safeway. Pricing can sometimes reflect alcohol content by
volume. Bailey’s is 17% and Kahlua is 20%, which are both significantly higher
than the chocolate wines which range from 11.5-14%.

Price Size Alcohol %
Chocolate Shop $11.99 750 ml 12.50%
ChocoVine $11.99 750 ml 14%
Bailey's $26.99 750 ml 17%
Kahlua $19.99 750 ml 20%
Chandon Rose $21.99 750ml 13%
Korbel Sweet Rose $12.99 750ml 11%
Mumm Napa Rose $23.49 750ml 12.50%
Barefoot Bubbly Pink Moscato Champagne $11.49 750ml 9.50%
Barefoot Bubbly Spumante Champagne $11.49 750ml 10.50%
Martini Asti Sparkling Wine $13.99 750ml 7.50%
Lindemans Moscato $11.99 750ml 9%
Sutter Home Moscato $11.99 750ml 10%
Ecco Domani Moscato $11.99 750ml 8.25%
Barefoot Pink Moscato $13.99 750ml 9%
Butterfly Kiss Moscato $13.99 750ml 10%
Firefly Ridge Moscato $16.49 750ml 10%
Columbia Crest Moscato $11.99 750ml 10.50%
e Naked Grape Moscato $8.49 750ml 12.50%
Meridian Moscato $7.99 750ml 9.50%
Mirassou Moscato $11.49 750ml 8%
Cupcake Moscato $11.99 750ml 5.50%
Beringer Moscato $7.99 750ml 9.50%
Arbor Mist Exotic Fruit White Zinfandel $5.49 750ml 6%
Arbor Mist Peach Chardonnay $5.49 750ml 6%
Arbor Mist Blackberry Merlot $5.49 750ml 6%
Competitive Positioning

Competitive Position
Product Quality
Wine benefits greatly from social perception of its quality. Despite the large
number of affordable or otherwise bottom-shelf wines, Mintel reports indicate
that consumers still consider wine to be a “high-class” drink. As such, its
prominence in social settings, formal events, and as a gift item persists.
This perception of quality allows wine to be positioned as an award or an
indulgence.
Product Line
ChocolatRouge contains 14% alcohol by volume and comes in a 750mL bottle.
Average sale price for each bottle is approximately $11.99, depending on the
retail outlet or dining establishment. The ChocolatRouge line consists of three
flavors, each of which represents a different chocolate/wine pairing: Milk
Chocolate, Sweet Red Blend, and Dark Red Blend.
Ad Expenditures
Gallo: As a California-based wine company, E&J Gallo owns a number of
smaller wine labels, such as the popular Barefoot brand, Carlo Rossi wines,
and the popular Andre sparkling wines. Gallo spent $840,900 on advertising
in 2010.
Bailey’s: Bailey’s, while not a wine brand, is a kind of liqueur made from Irish
whisky and cream and is similar to the creamy flavors of some of the chocolate
wines on the market. However, Bailey’s has been established for much longer
than chocolate wines. Bailey’s 2010 ad spending was $5,372,500.
Kahlua: Kahlua, again not a wine brand, is a coffee-flavored liqueur. Like
Bailey’s, its noteworthy sweet-tasting qualities place it in the same competitive
market as other sweet-flavored alcoholic beverages, including chocolate wines.
Kahlua’s 2010 ad spending was $6,250,300.

Sparkling Wines: Sparkling wines and champagnes are another possible
competitor. These typically come in two categories: the higher-class, more
expensive bottles, and the lower-class, significantly cheaper varieties. The
cheaper wines tend to have a more lighthearted positioning statement that
relies much more on fun, energetic statements as opposed to the more
somber, classy message of more expensive bottles. Depending on our
own positioning, this could make it easier for us to find a niche. However,
sparkling wine already has a very well-cemented position in society as a
“celebration drink”.
Ice Wines: Ice wines are a type of dessert wine made from frozen grapes,
as their name suggests. Water within the grapes is extracted during the
freezing process, leaving behind all the sugars. As a result, frozen grapes
produce a very sweet wine. Because the yield is so small, these wines tend
to be rather expensive. Ontario, Canada is a major producer of ice wines,
with many of the most popular bottles coming from this area.
Noble Rot Wines: These wines are made from moldy grapes. Similar
to ice wines, a specific type of mold sucks the water out of the grapes,
which leaves the sugars behind while also infusing the grapes with fruity
flavors. Chateau d’Yquem is the most famous and most expensive noble
rot wine. Made in France, a single bottle costs $525. Most noble rot wines
are not anywhere near this price range, however they do tend to be more
expensive due to the complex process involved to produce them.
$840,900
$5,372,500
$6,250,300
Advertising Expenditures
Gallo
Bailey's
Kahlua

Moscato: The three major brands of Moscato available are by Barefoot, flipflop
and Sutter Home. Barefoot offers a regular Moscato, Pink, and Red Moscato,
while flipflop and Sutter Home both have a regular and Pink Moscato.
All of these wines come with lighter serving suggestions. Their websites make
references to being light or fruity, and being on the sweet end of white wines.
Barefoot includes MSRP pricing on their web page that comes to a very
affordable $6.99 for both the regular and Red Moscato. Sutter Home was the
only one of the three to include caloric information on their webpage.
In 2007, Moscato accounted for 5% of Sutter Home’s sales. It rose to 26% by
2012. In 2011, total Moscato sales increased by 57%, after they increased by
110% in 2010.
Trends and Changes
Chocolate wines are a relatively new phenomenon, only beginning to emerge
prominently in the last several years. In addition, because of the extended
period of time it takes to distill wine (approximately 48 months on average),
it has taken a while for latecomers to the chocolate wine category to emerge
on the market. Some of the more recent companies to introduce chocolate
flavors have actually been preparing their product for several years, and the
“pioneers” of chocolate wines have been preparing their product for several
years longer. Furthermore, as more vineyards, wineries, and other companies
are having their own vintages of chocolate wine finally come to fruition, more
and more chocolate wines are beginning to enter the market in much larger
numbers.

Consumer Behavior
Composition and demographics
The largest group of consumers coming into the wine market are Millennials.
As one of the largest generations in recent history, they will play a large role
in the wine market. Baby Boomers are a decreasing market, as they are more
concerned with their health. In addition, Asians and Hispanics are a small but
growing section of wine consumers.
Purchasing habits
Based on Mintel reports, nearly 70% of consumers value recommendations
from friends and family. Retail promotions with special edition bottles or
multiple bottle deals can encourage consumers to share their favorite wines
with their friends and family, which will carry much more credibility than
paid advertising.
Given the complexity of the wine market, education will be key to creating
involved consumers. Producers should focus on creating straightforward
labels that explain their wines to consumers, creating innovative opportunities
to add more information to their bottles and exploring alternative and eco-
friendly packaging that will appeal to younger demographics. While some
older groups may latch on to certain bottle styles as signs of quality, educating
the consumer should alleviate this.
In store activities will be a crucial aspect of educating consumers, as there
is only so much wine producers can do. Clear and easily defined shelf
space, background information on regions and grapes, as well as wine
stewards aiding selections will streamline the buying process for younger
demographics.

Consumption habits
Red, white and sparkling wine are the most consumed types of wine. Red
and white are high-frequency consumption wines, while sparkling wines are
typically reserved for special occasions. Rosé, dessert wines and aperitifs are
the least commonly consumed wines of all.
Millennials
As stated before, the biggest factor for the wine and distilled beverage industry
is the Millennial generation, with nearly 80 million reaching the legal drinking
age by 2015. This generation will be a major driver of sales, especially as they
age and acquire more disposable income. The intimidating size of the wine
industry may be one of the largest obstacles to acquiring Millennials as long
term consumers, given the depth and breadth of wine varieties. Price points
are also important for Millennials, since they are younger with less earning
potential, combined with the economic downturn of 2008.
Consumers 21-24 are most likely to consume wine and
consume it frequently, which bodes well for wine producers
as they have the most years of buying ahead of them. Staying
relevant and close to these consumers will be vital to long term
relationships with Millennials. Those over the age of 65 are also
frequent consumers of wine, but there is a gap in the middle. Baby
Boomers are the lowest consuming group, most likely because of
increasing health concerns within their generation.
Health concerns will inevitably be of importance to any generation,
so health-conscious offerings like lower calorie wines will be a good
investment for wine producers. Health concerns are one of the largest
reasons people are drinking less, in additon to just drinking less in
general as well as the poor economy.

Advertising History
While Chocolate Shop and ChocoVine are the two biggest competitors in
the chocolate wine segment, Kahlua and Bailey’s have the most spending in
traditional advertising mediums. In 2010, Bailey’s spent nearly $5.8 million
and Kahlua spent nearly $6.3 million. The primary medium used is cable
television followed by magazines and newspaper.
Media Mix
Both Kahlua and Bailey’s use cable TV as their main medium of advertising
(64.6% and 68.6% of ad spending respectively). Kahlua has adjusted their
advertising spending from previous years and have gone from spending the
majority of their advertising budget on magazines to cable TV.
Chocolate Shop
circulates shots of
the wine online to
promote itself.

Kahlua ads play on sex
appeal, and that it is an
exotic drink.

New campaign
launched October
2012. Goal is to
appeal to women and
promote the Bailey’s
brand.
Copy analysis of basic appeals being used
Kahlua works to market their liqueur as an exotic drink. Their advertising
focuses on the uniqueness and sex appeal of the beverage. Many of the ads
include dangerous animals, such as tigers and crocodiles. By combining the
sex appeal with the exotic animals, Kahlua creates very striking ads that are
quite different from those of other liqueur brands.
In October of this year, Bailey’s Cream liqueur began a new campaign to
re-brand the current image of the product back to Bailey’s original USP.
The campaign features attractive women with empowering copy to capture
the slogan “Cream with Spirit”. Bailey’s has launched four flavors over the
last several years that have expanded the brand, they stay consistent by
advertising them all the same way.
Chocolate Shop has received recognition from Wine Spectator magazine for
being their “favorite chocolate-flavored red wine” and from NBC’s The Today
Show for being “heavenly”. These reviews complement their positioning as
“The Chocolate Lover’s Wine”.
ChocoVine’s copy appeals are more subdued emphasizing their use of “Rich
Dutch chocolate and fine red wine” that is “blended to perfection”.

Promotional Background
ChocoVine
The ChocoVine website is a basic introduction to their brand of wine. The
landing page features a slideshow saying that their Dutch chocolate and red
wine are blended to perfectly to make the perfect pairing. The website also
features recipes, the ChocoLounge (which links to ChocoVine’s social media
presence), as well as information on where to buy, media coverage of the
wine, and more about the history and process of making Chocovine. The
front page also shows a featured recipe and mixologist videos, in addition to
Facebook updates and a call to “Like” their page.
The ChocoVine Facebook page is fairly simple. It features their photos, likes,
a welcome app and YouTube videos. They have garnered 5677 likes since they
joined Facebook in November 2010, and in October 2012 they added 131
likes and got 186 people talking about their brand.
One quirk to their strategy is that there has not been an “original” post since
July 17th, 2012. From that date, there were no posts until September 1st (all
of the posts after that date are “shared” engagement with the brand), and
posting stopped on September 30th. As for the content of their original posts,
it ranges from pictures of the product to chocolate themed pictures of food,
calculators, keyboards, roses, and more.
Though it’s Facebook presence seems somewhat unattended, the ChocoVine
Twitter presence is much more robust, boasting nearly 8,000 followers
and roughly 5 tweets and/or retweets each day. However, their presence is
somewhat scattered, tweeting with the highest frequency during the summer
months, with no tweets after September 12th.
As for a Pinterest, ChocoVine’s presence is basically non-existent as they have
no profile and less than 50 pins originating from the ChocoVine website.
ChocoVine created a “say it with chocolate” gift basket that pairs with
ChocoVine products with selections of chocolate squares, bars, cookies, and
pretzels on sites like wine.com. This type of promotion also encourages in
home consumption through a gift or personal treat.

Chocolate Shop
Chocolate Shop has a robust promotional presence, with much of their
success seemingly linked to presence at women’s shows, as well as wine
and chocolate events. The Chocolate Shop website showcases praise from
WineSpectator and NBC’s The Today Show on their landing page. Other
features of the website include their list of products, news about the wine, a
tasting room, event information, and wine finder. At the bottom of the page,
there are links the Chocolate Shop social media presence.
Additionally, users can join the “Chocolate Lover’s Wine Club” at varying
levels of membership. The wine club includes bottles of Chocolate Shop
wine once per month or 6 times per year, along with other incentives like
chocolates, discounts, free shipping and more (depending on membership
level).
The Chocolate Shop’s Facebook page is positioned as a community page
about chocolate. It has garnered 2742 likes since they joined Facebook in
March 2011. Most of their posts promote the Chocolate Shop presence at
upcoming events, with an occasional post about drinking wine or pictures
of chocolate foods that link to their Pinterest presence. Additionally, as the
“official wine of Halloween” they posted an offer for 30% off online orders
and 101 were claimed.

Chocolate Shop also has a Twitter presence of 768 followers to whom they
tweet roughly 5 times per week. Most of these tweets are again intended to
drive users to events that Chocolate Shop will be at. Since they launched their
Twitter account (Oct 18th, 2011) they have tweeted 438 times.
Kahlua
Kahlua has a dynamic and inviting website that features the story of Kahlua,
as well as cocktail recipes and flavors. One eye catching part of their website
is “La Mirada”, an interactive telenovela showcasing various Kahlua inspired
drink combinations. When users hover their mouse over the drink, they can
see what the drink contains as well as a video of the drink being made. Other
features of the website include promotions, the Kahlua “Talk About” app, and
information on the process of making Kahlua from bean to bottle.
Kahlua’s Facebook page has over 145,000 likes. Their posts drive traffic to
the Kahlua website, show drink ideas, and highlight Kahlua events like the

Delicioso tour. In the month of October, Kahlua added over 6000 likes and
had nearly 13,000 people talking about their brand. The Facebook page also
acts as a PR platform for their Share The Warmth campaign. For each click
on their “Share The Warmth” Facebook app, Kahlua will donate $1 to the One
Warm Coat campaign to the tune of anywhere between $50,000 to $100,000.
Once the user clicks, there are safeguards to make sure they cannot repeat the
click (at least with the same Facebook profile).
In addition to its Facebook page, Kahlua also has a Twitter account, though
the postings on Twitter seem to mirror those on the Facebook page. Tweets are
meant to drive the users to the Kahlua website, to engage with the Share The
Warmth campaign and showcase Kahlua drink combinations.
Though there are pins from Kahlua.com on Pinterest, and Kahlua has an
official presence on Pinterest, their official profile has no pins, and two empty
boards.
As for giveaways and contests, Kahlua has offered shakers with the purchase
of Kahlua bottles, as well as getaways to Mexico and New York. The getaways
include hotel and airfare for the winner and a guest. One trip is to Veracruz,
Mexico (where Kahlua is made) and the other is to New York for a live taping
of an NBC show.

Bailey’s
The Bailey’s website is simple and to the point, featuring recipes, flavors and
linkage to Pinterest and Facebook. The home page has a sliding feature which
showcases Bailey’s newest flavor, a call to join them on Facebook, a picture
of all the Bailey’s varieties, and an appeal to stay in touch with Bailey’s. The
recipe section is divided into categories of Hot, Cold, and Dessert Drinks that
link a picture of the drink, the recipe ingredients and directions, and buttons
for printing and sharing via social media. At any point during the website
experience, users can share the page they are on by clicking the grayscale
Facebook icon.
The Bailey’s US Facebook page has over 663,000 likes, nearly 80,000 of which
were added in October 2012. The majority of posts are of Bailey’s drink recipes
and ice cream concoctions. Posts are also used to show sneak peeks of Bailey’s
future advertisements and drive traffic to the website and Pinterest presence.
The Bailey’s Pinterest profile (which is also integrated into their Facebook
page) consists of 6 boards dedicated to pouring, mixing, sayings and their
advertising. 1,029 people follow Bailey’s on Pinterest Bailey’s has also uploaded
12 videos (most of which are TV spots) to their YouTube channel, which has
112 subscribers and over 130,000 video views.
Bailey’s also offers rebates near the holiday season that incentivize the
purchase of multiple bottles. The rebate is larger for multiple bottles purchased
($2 off one bottle, $5 off two). In more recent years the rebate has increased
but produced slightly less incentive to buy more bottles ($4 off one bottle, $8
off two).

SWOT
Strengths
Chocolate wine is different, it is new to the market but it is a product that is
appealing. In addition, chocolate wine holds a level of decadence and luxury
that can be positioned as a reward or indulgence. Another major strength is
the Gallo name, major competitors like ChocoVine and Chocolate Shop do
not have a major name behind them let alone one as strong as Gallo.
Weaknesses
Chocolate wine has SKU differentiation because people do not associate
chocolate wine with a specific label, so even if someone has tried
ChocolatRouge they may easily confuse it with ChocoVine or chocolate shop.
Opportunities
A major opportunity for ChocolatRouge is the lack of competition, although
the wine segment is vast and ever expanding, the chocolate wine segment is
new and is open to a major branding effort.
Threats
Some threats to acknowledge are a possible lack of retailer motivation to put
this new product in stores as well as the potential problem of being pigeon
holed into a dessert wine category.

In this section:
Survey
Taste Test
Market Test
Primary Research
Using the survey network Qualtrics, we conducted a survey that was
distributed over Facebook and e-mail. Before finalizing the survey, we first
established what we wanted to gain from the data provided from the survey.
The first insight we hoped to find was if people were drinking wine, what
kind of people they are. In addition, we wanted to gauge perceptions of
chocolate wine, as well as if they had tried it before. As mentioned before,
liqueurs are a major competitor with our product, so we sought to discover
any parallels between liqueur and wine consumption. Finally, we wanted
to find what factors encourage people to try new wines. Are they most
influenced by a friend? Family? Advertising?
We had a total of 91 respondents complete our survey. Because most of our
contacts are in the 21-24 age bracket, a large majority of respondents fell
within this group. The age breakdown of respondents is shown in the graph.
Survey

10%
72%
9%
2%
7%
Under 21
21-24
25-29
30-34
35 and Above
Age Demographics
After cross-tabulating the data, we were able to find some trends that helped answer our
initial questions. First, we found that people are definitely drinking wine, as shown by the
90% of respondents who stated they are wine drinkers. However, as shown by the graph
below, nearly 71% said they have never tried chocolate wine.
71%
29%
Have Not Tried
Have Tried
Wine Consumers’
Experience with
Chocolate Wine

As shown by the previous data, our survey proved that many people
are drinking wine and feel comfortable buying it. The biggest issue is
that most people simply have never tried chocolate wine. At first, we
hypothesized that wine drinkers who also drank liqueurs would likely
have tried chocolate wine, but the data disproved this, as shown in the
graph below. That said, we wanted to know how to convince people to give
it a shot. Survey results revealed that a recommendation from a friend
would have the biggest influence on whether or not someone would try
a new drink, with 58% of respondents saying this would encourage them
the most.
73%
27%
Have Not Tried
Have Tried
Liqueur Consumers’
Experience with
Chocolate Wine
A key factor in assessing results from the survey was that a large
majority of respondents were women. The graph below shows a ratio of
approximately 2 to 1 between females and males.

65%
35%
Females
Males
Gender Demographics
With that being said, a significantly higher number of females drink both wine and liqueurs than
male. As seen in the graph, females seem to be heavier consumers of both products.
0 
10 
20 
30 
40 
50 
60 
Drinks Liqueurs Drinks Wine
NumberofRespondents
Types of Alcohol
Gender Consumption of Wine and Liqueur
Males
Females

Taste Test
We conducted a sampling of ChocolatRouge at a wine tasting and silent
auction event on the Washington State University campus. This event was
selected because it allowed us to reach a wide variety of ages due to it being
held during Dad’s Weekend. The majority of participants were either 21-24
or 35+. We had a table near some auction items and offered the Sweet Red
and Milk Chocolate flavors for tasting. Unfortunately, we were not able to
sample the Dark Red because it is not sold in the Pullman/Moscow area. A
survey was created to generate a reaction from participants. Every participant
was asked to first answer the pre-taste questions before sampling the wines,
followed by some post-taste questions. We had 41 total participants complete
the tasting.
9.76%
90.24%
Yes
No
Have Tried
Chocolate Wine
43.90%
2.44%
4.88%
48.78%
0% 
10% 
20% 
30% 
40% 
50% 
60% 
21‐24  25‐29  30‐34  35+ 
21-24
25-29
30-34
35+
Age
51.22%
48.78%
Male  Female 
0.475 
0.48 
0.485 
0.49 
0.495 
0.5 
0.505 
0.51 
0.515 
Male
Female
Gender

73.17%
21.95%
4.88%
Yes
No
Undecided
Would You Ever
Buy a Bottle?
Of those who sampled ChocolatRouge, 90% had never tried chocolate wine
before, but after trying both the samples 73% said they would purchase
a bottle. Appeal was split almost evenly before actually trying the wine.
The favorite flavor of most who tried it was Milk Chocolate, although this
flavor was harder to convince people to try. Once people did try the Milk
Chocolate, almost every participant commented on how it tasted like a
liqueur and not a wine, comparing it to Kahlua and Bailey’s. The majority
of participants initial reaction to the idea of chocolate wine was skepticism,
and many admitted they were unsure what to expect. Though after tasting
the samples, many said they would drink ChocolatRouge after dinner or on a
holiday. Something nearly everyone agreed on was that they wouldn’t want it
by themselves, but rather with friends or at dinner party.
43.90%
48.78%
7.32%
Sweet Red
Milk Choclate
None
Flavor Preference
After Tasting

Market Test
To add to our primary research, we were able to get ChocolatRouge
into Nectar Wine Bar in Moscow, Idaho. Nectar is a privately owned
establishment, and has been featured in the Pacific Northwest Inlander.
We wanted to gain insight on guests’ reactions to ChocolatRouge in an
on-premise location. Nectar served two bottles of the Sweet Red and
Milk Chocolate varieties in a free taste test to 31 of their consumers.
Unfortunately, the Dark Red flavor was not sold near the area so we were
unable to obtain it. The servers handed guests a comment card with their
checks at the end of the meal. Before ChocolatRouge, Nectar had never
served chocolate wine, so the customer base was new to this particular
wine category. The restaurant owner discovered that customers particularly
prefered pairing their chocolate wine with coffee.

Campaign Objectives
I. Sell 350,000 cases in 2013.
The primary goal of our campaign is to establish ChocolatRouge as the
leading contender in the chocolate wine market. The current market leader,
ChocoVine, sold nearly 100,000 cases between May 2011 and May 2012. Our
goal is to sell at least 350,000 cases in 2013, not only matching but exceeding
the sales of our competitors.
In order to facilitate ChocolatRouge’s success, availability will be key. Our
campaign will set ChocolatRouge on the path to having 75% ACV by 2015.
Millennials are a crucial audience for wine producers. As the youngest
generation of drinking age and the largest generation in recent history, they
hold the most promise of being long-term consumers. To excel at this, we
must produce creative messages and deliver them in innovative and efficient
media.
II. Put ChocolatRouge on track to have 75% ACV
by 2015.
III. Initiate and cultivate a long-term relationship
with Millennials using innovative and efficient
media and messages.

Target Audience
RecommendationTo determine our target audience recommendation, we used Simmons Experion
to evaluate different criteria. We examined differences in gender, race and age
for domestic wines and flavored alcohol. We chose to look into flavored alcohol
to prevent cannibalizing sales from other Gallo wines. The split between men
and women for domestic dinner and table wine consumption proves to be
skewed towards women, at 28% and 36% respectively. The indexes follow the
same pattern, at 87 for men and 113 for women.
Whites are the largest consumer of wines out of all races reported. 36% of
whites surveyed said they drank domestic wine, also having the highest index
of 107 (the only index over 100). Asians came in second, at 30% but a slightly
lower index of 97. Every other race ended up having 25% or less respondents
indicating they drank wine, with indexes ranging from 77 to 67, all significantly
lower in both regards than whites.
Domestic Table Wine
Consumption
Domestic Table Wine
Consumption
MALE FEMALE
YES Sample 3507 5305
Vertical 27.94% 36.35%
Horizontal 41.93% 58.07%
Index 87 113
NO Sample 7058 7953
Vertical 69.67% 61.26%
Horizontal 51.66% 48.34%
Index 107 94
WHITE
BLACK OR
AFRICAN
AMERICAN ASIAN
SOME
OTHER
RACE
NOT WHITE
OR BLACK
YES Sample 7549 438 177 648 825
Vertical 34.55% 24.06% 29.74% 21.77% 24.80%
Horizontal 83% 8.51% 3.87% 4.61% 8.49%
Index 107 75 92 67 77
NO Sample 11541 1069 449 1952 2401
Vertical 63.28% 72.63% 67.45% 75.12% 72.20%
Horizontal 75.10% 12.69% 4.34% 7.86% 12.21%
Index 97 111 103 115 111

The 18-24 year old age demographic for wine consumption is skewed at
12% saying they drink wine with an index of 38. Only the upper ages in this
demographic are legally unable to consume wine, which accounts for these
results. 25-34 year olds have a significant increase, up to 30% and an index of
94. 35-44 year olds are even higher still at 34% and an index of 104. This trend
slows down but continues with 45-54 year olds, which come in at 35% and a
108 index. Consumers over 55 have the highest results at 38% and an index of
117. It should be noted that this upward trend in results corresponds with an
increase in sample pools, which may be affecting results.
For a target market, we recommend selecting white women 25-34 years old.
Gender and race selections are fairly straightforward, as they are the largest
consumers in their categories. However, age is a bit more complicated.
Domestic wine consumption does increase with age, but there are more
factors to consider. As Mintel indicated, Baby Boomers and older consumers
are changing their habits and tapering down their consumption for health
reasons. 35-44 year olds, and especially 45-54 year olds, are very close to
that age range where decisions about health and diet will become more of a
concern. On the other end of the spectrum, the majority of Millennials will
soon be of legal drinking age. At nearly 80 million people, they are the largest
generation in recent history. As Mintel also indicated, creating a relationship
with this generation will play a large role in long term sustainability.
While older demographics may consume wine more frequently right now,
their habits will inevitably change in the near future. Focusing on them
would be a short term goal, as those consumers may soon be leaving the wine
market. Millennials, on the other hand, have the most years of buying time
ahead of them, as well as the most disposable income. Targeting Millennials
will be a long term strategy, focusing on creating a relationship with them
that will reap dividends in the future.
Domestic Table Wine
Consumption
AGE: 18 - 24 AGE: 25 - 34 AGE: 35 - 44 AGE: 45 - 54 AGE: 55+
YES Sample 272 837 1441 2049 4213
Vertical 12.33% 30.36% 33.67% 34.76% 37.66%
Horizontal 4.33% 15.68% 18.76% 21.56% 39.67%
Index 38 94 104 108 117
NO Sample 1864 1907 2615 3087 5538
Vertical 84.80% 68.02% 64.26% 62.82% 59.58%
Horizontal 14.70% 17.36% 17.69% 19.26% 31.00%
Index 130 104 98 96 91

Domestic Table Wine
Consumption
Flavored Alcohol
Consumption
Total
WHITE
FEMALES 25-34
YES Sample 4,337 191
Vertical % 33.20% 35.60%
Horizontal % 100.00% 6.90%
Index 100 107
NO Sample 7,463 339
Vertical % 64.40% 60.90%
Horizontal % 100.00% 6.10%
Index 100 95
Total
WHITE
FEMALES 25-34
Vertical % 14.90% 21.20%
Horizontal % 100.00% 9.20%
Index 100 142
NO Sample 9,951 388
Vertical % 80.30% 72.80%
Horizontal % 100.00% 5.90%
Index 100 91

Our target audience are significant consumers of flavored alcohol, as 21.2% of
Simmons respondents said they drank it, with an index of 142. This is a good
sign for ChocolatRouge because it indicates our target audience is not averse
to non-traditional alcohol.
White women between the ages of 25-34 are also avid consumers of chocolate.
88.2% of our target audience surveyed said they consumed chocolate, at an
index of 106. This shows that chocolate is a very popular treat in our target
audience.
Chocolate Consumption
Ice Cream Consumption
Ice cream is another area our target audience is very involved in. Even more
than chocolate, 91.8% of respondents said they eat ice cream with an index
of 106. This means that our target audience are already frequent and heavy
consumers of desserts and classically decadent items.
Total
WHITE
FEMALES 25-34
Vertical % 83.30% 88.20%
Horizontal % 100.00% 6.80%
Index 100 106
NO Sample 2,243 64
Vertical % 15.80% 11.40%
Horizontal % 100.00% 4.70%
Index 100 72
Total
WHITE
FEMALES 25-34
Vertical % 88.30% 91.80%
Horizontal % 100.00% 6.70%
Index 100 104
NO Sample 1,516 60
Vertical % 11.00% 8.10%
Horizontal % 100.00% 4.80%
Index 100 74

In this section:
Cost Efficiency
Heatmap
Trade Advertising
Flowchart
Media Plan
To develop an effective media plan, we sought out the most cost efficient
media to reach the largest portion of our target audience for the allotted
budget. We examined the cost of magazines, newspapers, radio, billboards,
transit, network television, and cable television.
Magazines
People
Cost Circulation
Target
Audience CPM
Cosmopolitan
US Weekly
$305,900 3,563,035 249,413 $1,226
$244,100 3,017,834 211,249 $1,156
$209,805 1,977,250 138,408 $1,516
Cost Efficiency

Initially, we thought that running a print ad in magazines would be a good
move. However, after discovering the rates and calculating the CPM’s,
we concluded that going this direction would be too costly. The top three
magazines for our target audience are People, US Weekly and Cosmopolitan.
All three of these publishings had very high rates, and while they are popular
with our target audience, they are not popular enough to make spending that
much worthwhile.
Newpaper
We wanted to examine a newspaper that was widely read by our target
audience and national circulated.
USA Today
CirculationSize CPM
1/2 Page M-Th 163,000 $89.69
1/2 Page Friday 19,200 $10.56
JR Page M-Th 104,100 $57.28
JR Page Friday 126,800 $69.77
Although USA Today is more affordable as a print medium than magazines,
we wanted to consider using media press kits since chocolate wine is a new
phenomenon. These kits would allow us to get the most bang for our buck,
by appearing in more newspapers for less money.

Radio
We examined the cost for spot radio in one of the major makets for our target
audience, Washington DC.
WASH FM
Daypart Length Cost CPM
WIHT
When considering the cost efficiency of radio advertising, we are hesitant to
recommend buying space. Given the fact that we would need to buy more
than one spot in a given day and that a presence in multiple markets would
be needed, the costs would begin piling on, making a seemingly cost-efficient
medium less effective at producing gross-rating points than other mediums.
Additionally, the sheer number of buys required to make an impact makes
radio advertising a less optimal medium considering the amount of moving
parts it would add to the media mix.
M-F 3pm-8pm :30 $382 $5.77
M-F 5am-10am :30 $381 $5.76
Sat-Sun 3pm-8pm :30 $119 $1.80
Sat-Sun 10am-3pm :30 $130 $1.96
Sat-Sun 8pm-12pm :30 $74 $1.12
M-F 3pm-8pm :30 $459 $6.94
M-F 5am-10am :30 $459 $6.94
Sat-Sun 3pm-8pm :30 $159 $2.40
Sat-Sun 10am-3pm :30 $161 $2.43
Sat-Sun 8pm-12pm :30 $48 $0.73

Billboards
We studied billboard costs through Lamar and Clear Channel for San Fran-
cisco, Boston, San Diego, Washington DC, and Los Angeles.
San Francisco
Boston
San Diego
300 48 $293,760 $64.05
250 40 $253,440 $66.31
200 32 $207,360 $67.81
150 24 $162,432 $70.83
100 16 $111,744 $73.09
50 8 $57,600 $75.35
CostPanels
Weekly
GRPs
CPM
300 64 $979,200 $232.09
250 53 $839,520 $240.29
200 43 $696,600 $245.75
150 32 $541,440 $256.67
100 21 $366,660 $264.86
50 11 $198,000 $273.05
300 25 $202,500 $104.09
250 21 $173,880 $106.41
200 17 $143,820 $108.72
150 13 $112,320 $111.03
100 8 $70,560 $113.35
50 4 $36,000 $115.66
Washington DC 300 125 $900,000 $216.73
250 104 $798,720 $230.13
200 83 $677,280 $245.57
150 63 $544,320 $262.16
100 42 $383,040 $274.68
50 21 $201,600 $295.70
300 138 $655,776 $58.78
250 115 $558,900 $60.12
200 92 $462,024 $62.12
150 69 $353,970 $63.46
100 46 $240,948 $64.79
50 23 $124,200 $66.80
Los Angeles

Transit
Next we located the transit rates for the Union City bus schedule. Union
City is located just out of San Francisco and we believed it would give us a
good look at transit prices overall.
Kong
4 Week RateImpressionsSize CPM
Outdoor media was considered as a supplement to our national media,
but could only be implemented effectively in a select few DMAs across the
country. While this would raise the frequency of our message within these
DMAs, it neglects the rest of the country and is ultimately not cost-effective
for us given our budget. With the CPM for our target audience being rather
high and the selective markets we could feasibly reach, it ultimately did not
serve as a strong enough supporting medium.
42”x228” 52150 $1,000 $273.90
Taillight
Full Wrap
King
Queen
21”x70” 52150 $425 $116.41
108”x480” 52150 $5,000 $1,369.49
30”x144” 52150 $715 $195.84
88”x30” 52150 $450 $123.25

Network Television
We took a look at the major TV networks of ABC, CBS, NBC, and Fox.
Within these channels we identified key shows for our target audience.
ABC
Show Cost Impressions CPM
CBS
NBC
Extreme Makeover $126,958 3,958,661 $32.07
Dancing With
the Stars $204,806 3,958,661 $51.74
The Bachelor $165,857 3,958,661 $41.90
Modern Family $193,635 3,958,661 $48.91
Grey’s Anatomy $222,113 3,958,661 $56.12
Amazing Race $114,584 3,676,881 $31.16
How I Met Your
Mother $141,772 3,676,881 $38.56
Big Bang Theory $195,077 3,676,881 $53.06
Biggest Loser $134,374 2,618,489 $51.32
The Office $214,617 2,618,489 $81.58
Bones $132,024 2,618,489 $53.06
Fox Glee $132,024 2,618,489 $53.06
While Network TV is affordable, we wanted to examine cable television
channels since they tend to be more specialized. This facet allows us to be
more cost efficient since we can target the intended audience without using
extra money on wasted impressions.

Cable Television
Using Simmons we identified prime time TV to be the best medium to
use for white women 25-34. We also found key channels to be TLC, A&E,
Lifetime and the Food Network.
TLC
Size Segment Impressions CPM
A&E
Lifetime
:30sec Spot Prime 1,910,604 $7.85
Food Network
Cable TV is the best-suited medium to our campaign. Cable has a relatively
affordable CPM compared to mediums like magazines, while offering a
convenient national distribution system as opposed to radio. Cable also
offers a degree of targeting not available to radio or outdoor, while being
significantly easier to manage than magazines. In addition to this, liqueurs,
our primary competition in terms of media spending, focuses mainly on
TV advertising. Furthermore, several channels on cable TV that have higher
viewership for our audience have higher indexes as well. Many have indexes
over 100, while several are nearly 150.
:30sec Spot Prime 1,202,718 $11.00
:30sec Spot Prime 1,436,389 $9.21
:30sec Spot Prime $70-80
When looking into specific channels and programming for cable television,
we suggest that TLC be the only TV channel used in this campaign. After
assessing types of shows and programs that rank highest with our audience,
TLC was the clear choice with an index of 149. Not only is it the cheapest
channel with a CPM $7.85, it also broadcasts mainly reality and drama type
shows. Both reality and dramas have high indexes of 113 and 105, but more
importantly, they have vertical percentages of 53.4% and 60.2%. Some exam-
ples of shows on TLC include the following: Say Yes to the Dress, What Not
to Wear, Cake Boss, and many more.

Heat Map
In order to find our top DMAs, we used SRDS to determine the highest concentrated cities for
Domestic Wines, Cordials and Liqueurs, Sparkling Wines and Females 25-34. We wanted to find cities
that were not only good for wine, but consumption in general to avoid cannibalizing other Gallo sales.
Since ChocolatRouge appeals to non-wine drinkers we wanted to make sure we could reach them
adequately. We also examined PRIZM profiles and determined the top two that fit our target audience
the best to be Young Achievers and Young Accumulators. From here we identified our top cities to be
San Francisco, Los Angeles, San Diego, Chicago, Washington D.C., New York, Boxton, and Anchorage.
These are where we will concentrate our guerilla marketing and promotional events.

Trade Advertising
In order to appeal to the trade audiences, we explored different options
for restaurants and stores. However, given the nature of ChocolatRouge
as a dessert wine, we made sure to look into state DUE laws, as many
restaurants are concerned with this given the responsibility laws that are
associated with DUI’s. Many restaurants simply avoid serving after dinner
drinks in order to deflect these repercussions. Because of this restriction
we decided to take a different path. We suggest using trade marketing
directed at hotels for hotel restaurants and room service. This approach
will limit risks and encourage a greater level of consumption. In order to
develop contracts with certain hotel chains we suggest providing signature
ChocolatRouge wine goblets and customary “Do Not Disturb” signs with
every purchase.
Starwood Hotels
Although the two biggest national chains are Hilton and Marriott, given
their strict exclusive contracts they will be more difficult and more resistant
to taking in new products. We suggest using Starwood Hotels, which
include major chains Westin and Sheraton, and exist in all of our top 8
DMAs. Since Starwood Hotels are in direct competition with Hilton and
Marriott, they are always looking into ways to differentiate themselves, and
therefore have much looser contracts.
Anchorage
The Sheraton Anchorage Hotel & Spa, located in Anchorage, features a high
class restaurant called Jade Steak and Seafood.
San Francisco
Even more offerings for Starwood Hotels include Le Meridien, Palace
Hotel, Sheraton Fisherman’s Warf Hotel, The St. Regis, The Westin Market
Street, The Westin St. Francis, and W San Francisco. All of these hotels have
restaurant offering within it.

Los Angeles
Los Angeles also hosts many properties. Examples are the Sheraton Gateway,
Sheraton Los Angeles, SLS Hotel at Beverly Hills, The Westin Bonaventure
Hotel & Suites, The Westin, and W Los Angeles.
San Diego
San Diego has even more Starwood properties. Locations include Four
Points, Four Points Downtown, Sheraton Mission Valley, Sheraton Hotel &
Marina, Sheraton Suites, The US Grant, The Westin Gaslamp Quarter, The
Westin, and W San Diego.
Chicago
Chicago offers Aloft Chicago Center (opening June 6, 2013), Four Points,
Sheraton Hotel & Towers, The Westin River North, The Westin Michigan
Avenue, W Chicago City Center, and W Chicago Lakeshore.
Washington D.C.
Washington D.C. has Four Points, The Fairfax at Embassy Row, The St. Regis,
The Westin Georgetown, The Westin Washington D.C., and W Washington
D.C. Again, all of these properties have major restaurants to go into.
New York City
New York City has the most properties out of our DMAs with Aloft Harlem,
Element New York Times Square West, Four Points by Sheraton Manhattan
Chelsea, Four Points by Sheraton Manhattan SOHO Village, Four Points by
Sheraton Midtown, Le Parker Meridien, Sheraton New York Times Square
Hotel, Sheraton Tribeca New York Hotel, The Chatwal, The St. Regis, The
Westin at Times Square, The Westin Grand Central, W New York, W New
York Downtown, W New York Times Square, and W New York Union
Square.
Boston
Finally, Boston also offers a variety of properties, includig Sheraton Hotel,
The Liberty Hotel, The Westin Waterfront, The Westin Copley Place, and W
Boston.
Targeting Starwood Hotels would allow us to get ChocolatRouge onto both
the room service menu and the upscale restaurant menus.

Kimpton Hotels & Restaurants
Kimpton Hotels are a smaller chain but are unique boutique hotels
that target women heavily. A partnership with Kimpton would also be
recommended due to their restaurants and allure of each location.
Anchorage
Unfortunately, Kimpton does not have a location in Alaska.
San Francisco
There are a variety of different hotels and restaurants in the San Francisco
area. There is the Argonaut Hotel, Harbor Court Hotel, Hotel Monaco,
Hotel Palomar, Prescott Hotel, Serrano Hotel, Sir Francis Drake Hotel,
Hotel Triton, and Tuscan Inn. Each one of these locations is unique and
targeted.
Los Angeles
There is only one location in Los Angeles, which is the Hotel Palomar LA-
Westwood which has the BLVD 16 Restaurant.
San Diego
San Diego only has two locations, the Hotel Palomar and Hotel Solamar.
The restaurants in these locations are Saltbox and Jsix Restaurant, and
LOUNGEsix, which are both hot locations.
Chicago
Chicago offers a few different locations of Hotel Allegro, Hotel Burnham,
Hotel Manaco Chicago, and Hotel Palomar Chicago.
Washington D.C.
Washington D.C. offers more locations at Donovan House, Hotel George,
Hotel Helix, Hotel Madera, Hotel Monaco, Hotel Palomar, Hotel Rouge,
and Topaz Hotel.
New York City
There are four locations located in downtown New York with 70 Park
Avenue Hotel, Eventi, Ink48, and The Muse.
Boston
The final two locations for our DMAs are the Boston locations Nine Zero
and Onyx Hotel.

Women in Touch
Kimpton targets women heavily, offering “Women In Touch” program
to help make traveling easier for busy individuals. Their program offers
wellness opportunities, women’s programs, and complementary grooming
products. This specialty would fit perfectly for our recommended target
audience.
Hosted Evening Wine Hour
Every evening from 5 - 6pm at each and every Kimpton Hotel, there is
a complimentary wine hour for guests to mingle and relax. Each one
is paired with an interactive element or surprise to make them more
entertaining and engaging. This would be a prime opportunity for
ChocolatRouge, as it would allow us to get a large amount of tasting done
in a short time frame.

Media Flowchart
1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30
Cable Television
TLC
Cost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38
GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88
Total
Cost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38
GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88
May JuneJanuary February March April
Phase 1 Phase 2
13 spots 13 spots16 spots
Phase 1 of the campaign will
start with the new year and
put a lot of emphasis leading
up to Valentine’s Day
Phase 2 will pulse the
spots throughout the
summer

1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31
24.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.00
17.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.01
24.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.00
17.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.01
Yearly
TotalJuly August September October November December
Phase 2 Phase 3
8 spots 16 spots
Phase 3 will hit heavy as
we head into the winter
holidays

Creative Plan
In this section:
Big Idea
TV Scripts
Trade Advertising
Guerrilla Advertising
Interactive &
Social Media
Big Idea
Our research revealed that chocolate wine is virtually unheard of among our
target audience, which is a blessing in disguise for ChocolatRouge. Because
chocolate wine is such a new concept, ChocolatRouge has the opportunity
to become the name that everyone uses to refer to chocolate wine in general.
Much like Band-Aid is to adhesive bandages, or Kleenex is to facial tissue,
ChocolatRouge could be positioned as THE chocolate wine. This is particu-
larly important because when comparing ChocolatRouge to other brands of
chocolate wine, there aren’t enough significant differentiations between the
brands to set themselves apart in consumers’ minds. Therefore, marketing
and promotion of this product will be critical to creating awareness of the
brand, which will give ChocolatRouge a jump on the competition.
When planning our marketing strategy, we knew we wanted to create an ad
campaign that would not only get people’s attention, but would also gen-
erate brand recognition. In addition, because our target demographic are
heavy users of social media, we decided that building a strong social media
presence would be a key element of promoting ChocolatRouge. With all

of this in mind, we created a series of teasers to be aired on cable TV that
would drive traffic to our social media sites. The objective of these teasers is
not like that of a traditional TV ad, where the goal is to simply sell a prod-
uct. Our goal is to create a buzz about ChocolatRouge and to influence peo-
ple to further investigate the product by way of the Internet. As such, all of
the teasers are very daring, walking a fine line of being sexy but not trashy.
A good teaser must be bold and pique the viewer’s interest, otherwise it gets
lost in the clutter. Therefore, we made our ads tastefully provocative to get
viewers’ attention, but left a little mystery so as to leave them wanting more
and encourage them to visit our sites. Additionally, each teaser will end with
the tagline, “Give In To Temptation”, as well as images of the Facebook and
Twitter icons to cue viewers to visit the sites.
Because our ads are centered on creating brand recognition rather than
selling a product, we put the focus on the logo on the ChocolatRouge bottle
rather than on the wine itself. Each one of the ads showcases the logo in a
different way, for example, drawn on a mirror in lipstick or an imprint in
the snow. Some of the ads don’t even have wine in them at all. Because the
product is being promoted through social media and various events, the ads
are meant to promote the brand, hence the focus on the logo. We plan to
further promote the brand with the use of guerrilla marketing in addition to
these ads, which will be explained later.
Give In To Temptation

Room Service :30 sec
AUDIO
Background music
Glasses clinking and cart
squeaking over carpet
Knocking on door
Soft door creak
VIDEO
1. OPEN ON FIXED
CU OF TOP OF ROOM
SERVICE CART (BOWL
OF STRAWBERRIES,
CHEESECAKE,
DESSERTS) AS IT ROLLS
DOWN A HALLWAY IN A
FANCY HOTEL
2. ZOOM OUT TO MS
WHILE TRACKING
WITH CART TO REVEAL
MORE OF HALLWAY,
CART AND UP TO THE
ARMS OF THE MAN
PUSHING IT, THEN
STOPPING AT A ROOM

Door closes
WOMAN (whisper):
“ChocolatRouge... Give In To
Temptation.”
3. MAN KNOCKS ON
DOOR, IT OPENS, HE
TURNS AND PUSHES
THE CART INSIDE
(REVEALING CR BOTTLE
AND TWO GLASSES)
AND THE DOOR STARTS
TO CLOSE BEHIND HIM
4. ZOOM IN TO CU
OF DOORKNOB AS
A WOMAN’S HAND
WITH RED NAILS SLIPS
AROUND THE DOOR
AND HANGS THE DO
NOT DISTURB SIGN
ON IT, WITH THE CR
LOGO AT THE BOTTOM
BEFORE CLOSING IT
5. CUT TO ALL
BLACK SCREEN,
“CHOCOLATROUGE”
FADES IN WITH SOCIAL
MEDIA ICONS

Chocolate Drizzle :15 sec
VIDEO
1. OPEN ON MOVING
RED SATIN SHEETS
2. SHEET SLIDES TO
REVEAL PORTION OF A
THIGH, THEN COVERS
3. SHEET SLIDES TO
SHOW PORTIONS OF
HIP AND BELLY, THEN
COVERS
4. LEGS MOVING UNDER
SHEET
5. SHOW CHOCOLATE
POURING DOWN
PAST CANDLES AND
ROMANTIC BACKDROP
AUDIO
(sheets sliding)

6. SHOW WOMAN
BITING LIPS, LICKING
CHOCOLATE OFF
BOTTOM LIP
7. SHEET SLIDES AWAY
SHOWING WOMAN’S
NAKED BACK
8. CHOCOLATE IS
DRIZZLED SLOWLY
ONTO BACK, FORMING
CR LOGO
LOGO AT THE BOTTOM
BEFORE CLOSING IT
9. CUT TO ALL
BLACK SCREEN,
“CHOCOLATROUGE”
FADES IN WITH SOCIAL
MEDIA ICONS
WOMAN (whisper):
“ChocolatRouge... Give In To
Temptation.”

Call Me Maybe :15 sec
VIDEO
1. OPEN ON SHOT OF A BATHROOM.
MIRROR AND SINK ARE ON THE RIGHT,
DOOR IS OPEN ON THE LEFT, BED CAN BE
SEEN THROUGH DOOR WITH FLOOR TO
CEILING WINDOWS ON FAR WALL. MAN
IS SLEEPING ON HIS SIDE, FACING AWAY
FROM THE CAMERA
2. WOMAN QUIETLY WALKS INTO BATH-
ROOM, LOOKING OVER SHOULDER AT
THE MAN (HER FACE CAN’T BE SEEN)
3. CUT TO CU OF THE BATHROOM FAU-
CET RUNNING WATER
4. CUT TO CU OF WOMAN’S EYE AS SHE
PUTS ON MASCARA
5. CUT TO CU OF HER HANDS OPENING A
TUBE OF RED LIPSTICK
6. CUT TO MS OF WOMAN WITH HER
BACK TO THE CAMERA. SHE IS FACING
THE MIRROR AND DRAWING SOME-
THING ON IT, HER BODY BLOCKING IT
FROM VIEW
7. WOMAN QUIETLY LEAVES BATHROOM,
CAMERA FOCUSES ON RED CR LOGO
DRAWN ON THE MIRROR IN LIPSTICK
8. CUT TO ALL BLACK SCREEN,
“CHOCOLATROUGE” FADES IN WITH
SOCIAL MEDIA ICONS
AUDIO
(soft footsteps)
(running water)
(water off)
(sound of lid coming off the tube)
(soft footsteps)
WOMAN (whisper): “ChocolatRouge... Give In
To Temptation.”

White Room :15 sec
VIDEO
1. OPEN ON CLOSE UP OF BLACK HIGH
HEELED SHOE ON A WHITE CARPET
2. CAMERA SLOWLY PANS UP TO A BLACK
TIE LAYING ON WHITE CARPET
3. SLOW PAN UP TO BLACK DRESS NEXT
TO RED STAIN ON WHITE CARPET
4. SLOW PAN UP THE RED STAIN, WHICH
IS IN SHAPE OF CR LOGO
5. SLOWLY PAN UP LEVEL WITH BLACK
COFFEE TABLE, THEN STOP. BOTTLE
OF WINE ON ITS SIDE ON THE COFFEE
TABLE, BOTTLE OPENING IS FACING
CAMERA DRIPPING WINE ONTO CARPET.
LOGO STAIN CAN BE SEEN, ALONG WITH
ALL WHITE WALLS AND FURNITURE.
SOCIAL MEDIA ICONS
AUDIO
(dramatic violin)
To Temptation”

Dress Script :15 sec
VIDEO
1. OPEN ON MS OF MAN AND WOMAN
EMBRACING, WEARING A TUX AND
DRESS
2. ZOOM IN ON WOMAN’S BACK AS MAN
RUNS HIS HANDS OVER HER LIPS, EARS,
NECK
3. SLOWLY ZOOM IN TO ECU OF WOM-
AN’S SHOULDER AS HE SLIDES THE ARM
OF HER DRESS OFF, REVEALING A CR
LOGO TATTOO
SOCIAL MEDIA ICONS
AUDIO
(light piano in background)
To Temptation.”

Snow :15 sec
VIDEO
1. OPEN ON CU OF WOMAN’S FEET, WALK-
ING IN SNOW TOWARDS CAMERA. WEAR-
ING DRAMATIC HIGH HEELS. USING A
RUNWAY WALK
2. AS SHE WALKS CLOSER, SLOWLY ZOOM
OUT, REVEALING BARE ANKLES, SHINS,
THEN KNEES. TRAIN OF DRESS CAN BE
SEEN FLOWING BEHIND HER
3. CUT TO CU OF THE BACK OF HER
HEAD AS SHE’S STILL WALKING, NAPE
OF NECK CAN BE SEEN, HAIR IS IN AN
AVANT-GARDE UPDO. SNOW IS FALLING
SOFTLY
4. CUT TO CU OF TRAIN OF AVANT-
GARDE DRESS AS IT TRAILS IN THE SNOW.
SLOWLY ZOOM OUT AS SHE CONTINUES
TO WALK AWAY FROM CAMERA.
5. CAMERA FOCUSES ON CR LOGO
TRACED IN THE SNOW BY THE TRAIN OF
THE DRESS. WOMAN IS STILL IN FRAME,
WALKING AWAY
SOCIAL MEDIA ICONS
AUDIO
(footsteps crunching in snow)
WOMAN (whisper): “ChocolatRouge...Give In
To Temptation.”

Guerrilla
Our TV ads open the door for a lot of opportunities for guerrilla marketing.
Because we are putting a lot of focus on brand recognition, we will carry
the theme from our TV ads of showcasing the ChocolatRouge logo into our
guerrilla ads. We plan to put the ChocolatRouge logo in various unexpected
places around cities. For example, it could be placed on the wall in elevators,
on the sides of buildings, or on park benches. Ideally, these logos will
be placed in high traffic areas, including business neighborhoods, near
universities, and hotspots for nightlife.
Shopping Mall
Elevator

Chicago Bean
New York
Subway

Interactive & Social Media
SCVNGR
SCVNGR is an interactive game app that is available for both iPhone and
Android. Even though the name implies otherwise, SCVNGR is not a
scavenger hunt, but rather something that is short-form in nature. It is about
doing easy, fun challenges at your favorite places with your friends. These are
quick, easy, interactions that are played casually at your own pace.
A main component of the app is rewards, which are unlocked by doing
challenges and earning points at users’ favorite places. Rewards are built by
the businesses themselves and redeemed right from within the SCVNGR
app. Businesses can add multiple rewards to their locations, but points can
only be build towards one at a time. In our case, we would offer of discounts
for ChocolatRouge, and most importantly, admission to our special events in
the area. Our locations would include hotels, restaurants, and retailers that
sell ChocolatRouge. By using this innovative app, we will provide another
opportunity for consumers to interact with our brand and contribute to the
interactive component of our campaign.
“The company
[SCVNGR] was
founded with the
idea that mobile
games could blur
a line between
‘digital interactivity
and real-world
interaction.’”
-New York Times,
Nick Bilton

Facebook
We intend to use our Facebook page as the hub of our communication.
Approximately 40 million women between the ages of 25 and 34 are on
Facebook, well over half of the Millennial demographic. The convenient
nature of Facebook profiles lend themselves to making Facebook a natural
center of our social media presence, using it to post information on
ChocolatRouge and our events, as well as interact with consumers.
Justin.tv
One opportunity for us to inject creativity into our social media presence
is using the livecasting service, Justin.tv. The Flurry premium package on
Justin.tv offers a sponsored page and 100 initial viewer hours, plus additional
hours at 30 cents for a yearly total of $1,188. With a Justin.tv page, we
will be able to stream live coverage of ChocolatRouge events, promotions
or advertisements. This service will allow consumers that cannot attend
the show in person to still experience the brand. By linking the feed with
social media, we can increase the impact of a ChocolatRouge presence at
each event. Justin.tv will also allow us to “air” any other special events or
advertisements should opportunities suddenly arise, while still drawing in
our social media audience.

Twitter
Pinterest
From there, we will use Twitter to create an official ChocolatRouge
account for users and fans to follow, posting updates on the brand and
promoting it by using the hashtag #chocolatrouge. Making the name of
the brand a trending topic is an easy way to increase brand awareness.
It also gives users an opportunity to talk about it with other people who
have tried it, as well as offer recommendations to those who haven’t.
Additionally, we suggest creating a ChocolatRouge presence on Pinterest
to further connect to the target audience. According to Forbes magazine,
Pinterest has more than 10 million monthly unique visitors, and is now the
third most popular social networking site behind Facebook and Twitter.
Furthermore, according to AppData and Facebook, 97% of Pinterest users
are women. Considering these factors, we believe that Pinterest will be a
great opportunity to reach the target audience, increase awareness about the
product, and stimulate conversation around the brand.

YouTube
One way we plan to engage in 360 degree marketing is to upload our TV
spots to YouTube and encourage consumers, male and female alike, to share
them with friends (and significant others) via social media. Considering that
Google AdPlanner indicates that there are over 100 million YouTube impres-
sions each day in the United States alone, 26% of which are in the 24-35 year-
old age range, this medium provides the opportunity to increase the reach
and effectiveness of our campaign. Uploading spots to YouTube would be an
effective way to produce more impressions via word-of-mouth, and will help
to maximize the effect of the spots (and the budget) by producing “earned”
media rather than just paid media.

Promotions
In this section:
Stella & Dot
Chocolate Events
Influential People
ChocolatRouge Events
Media Press Kits
Flowchart
Given the limited nature of our traditional
media along with our interactive creative
idea, we want to drive the majority of
people to purchase through promotions.
We have examined various events and
promotional activities in order to maximize
the greatest potential with our limited
funding. Although we are targeting our
top 8 identified DMAs, these events can be
adapted and carried out to almost anywhere
in the country. We will be pushing
ChocolatRouge at chocolate events in order
to create brand awareness and to allow our
audience to interact with the product. In
addition to chocolate events, we will still be
our goal is to reach a part of our audience
who do not affiliate themselves with wine.

Stella & Dot
One trend that is up and coming within our target demographic is hosting
jewelry shows in-home. Stella and Dot, an Inc. 500 Fastest-Growing
Company, is a San Francisco based social selling company that creates
flexible entrepreneurial opportunities for women. Their boutique-style
jewelry and accessories line is available exclusively through in-home trunk
shows by Independent Stylists and online. Their one of a kind collections
are designed by celebrated New York designers and featured in Gossip
Girl, In Style and Lucky Magazine, as well as on the wrists and necklines
of today’s hottest celebrities. The Today Show, Wall Street Journal and
The New York Times have praised Stella & Dot for its innovative social
shopping concept, which brings together the best of ecommerce, social
media, personal service to create the ultimate home based business for
today’s modern woman.
If we could work with Stella and Dot to get ChocolatRouge into their
shows all over the country, it would give us a unique opportunity to reach
our target audience, because the women who host these shows fall within
our target age bracket.

Lodging Magazine
In order to appeal to more of the hospitality industry, we decided to look
into the major trade publications. Lodging Magazine is a monthly trade
publication that appeals to hospitality executives. It heralds itself as “The
Official Magazine of the American Hotel + Lodging Association.” We
recommend running a full page ad for all twelve months in 2013 in order
to maintain a constant presence to insure brand recognition. Each issue
features industry trends and management solutions to happenings in the
hotel business. The core hospitality topics that are covered in most of the
issues include entertainment, security, amenities, staffing, franchising,
design, and environmental impacts. It is distributed directly to members of
this organization, as well as other owners and operators of hotel properties
throughout the United States. Of the over 40,000 readers of the magazine,
97% hold some kind of leadership role within their business and are directly
involved with choosing which products and services are brought into the
hotel. This means that our ad is being exposed to major decision makers
within hotels and hotel chains, many of which feature their own restaurants
on-premise. This move to get ChocolatRouge introduced into hotel
restaurants is both a means of getting the ChocolatRouge name out into the
market and into the glasses of diners, as well as a good tie-in to our creative
ideas being explored in our other media and promotional activities.
97% of
readers
hold
leadership
roles

How does a hotel draw guests in for a
romantic getaway? With a romantic wine.
ChocolatRouge is a luxurious, sensual and
exotic new wine from E&J Gallo.
Available in three different flavors: Sweet
Red Blend, Dark Red Blend and Milk
Chocolate Blend
Make a dinner memorable, or room service
delectable.
E&J Gallo will provide complimentary
ChocolatRouge branded goblets with
purchase, as well as Do Not Disturb door
hangers.
Make your guests’ stay, and your hotel, one
they will never forget.

Chocolate Events
We see a great opportunity for drawing consumers to the brand by having
a strong presence in chocolate festivals, in which ChocolatRouge will be
relatively unchallenged by wine competitors. ChocolatRouge can position
itself as an innovator, not only in the wine industry but also as a leader
in the chocolate industry. This will help capitalize on new markets and
not cannibalize existing Gallo sales and market share. Considering that
chocolate is a popular treat with the target audience (88% of the target
audience eats chocolate, yet only 35% drink domestic wine), we believe
this strategy will help draw consumers to the wine category through
tasting a hybrid like ChocolatRouge.
To generate trade interest in the brand, we suggest exhibiting in chocolate
industry trade shows like The Chocolate Show in New York, NY and The
National Chocolate Show in Chicago, IL. Additionally, we recommend
sponsoring/exhibiting at consumer oriented chocolate shows and
festivals. These shows will help to generate buzz around the product and
develop partnerships with chocolatiers, establishing ChocolatRouge as a
category leader that drives advancements in chocolate.
In addition to the events above, we advise investing resources in and
around the target markets for events that cater to chocolate connoisseurs.
These events will help to increase consumer awareness about the
products and encourage them to buy the product for on and off premise
consumption during key apertures during the year. We believe that
promotional events held before the key months of February, October,
and December will be most effective, in addition to a presence at summer
events to help sustain awareness and sales between the holidays.
In addition to the chocolate events, we propose adding a few food and
wine festivals, such as the San Diego Bay Wine and Food Festival, and
the Los Angeles Epicurean Festival. Coupled with the chocolate events
and trade shows, we believe that these event based promotions will be
effective in producing interest in the product from consumers, as well as
the chocolate and wine industries.

Napa Truffle Festival January 10-21 Napa, CA
The Festival of Chocolate January 10-21 Tampa, FL
Chocolover’s Affair February 2 Solomons, MD
A La Carte & Art May 4-5 Mountainview, CA
Chocolate Fest May 10-11 Berlington, WI
Annual Wine, Cheese &
Chocolate Festival June 14 San Diego, CA
Los Angeles Epicurean
Festival August 25 Los Angeles, CA
Chicago Gourmet September 27-29 Chicago, IL
Suisun City Art, Wine
& Chocolate October 5 Suisun City, CA

Orange County
Chocolate Festival November 1-7 Orange, CA
Chocolate Wine
& Roses Festival November 2 Tahoe, CA
New York Chocolate
Show November 8-10 New York, NY
National Chocolate Show November 15-17 Chicago, IL
Fine Chocolate Show November 15-17 Chicago, IL
San Diego Wine & Food November 20-24 San Diego, CA
2013 Events

Influential People
Wine Harlots
Followers = 39,619
Tweets = 14,636
Following = 34,597
Likes = 3,452
Wine Harlots is a highly influential social user based out of San Diego. We
suggest connecting with their social media presence as the tweets and posts
are topical for the wine category, and they are tweeting from a geographically
preferable location near two of our major target markets.
Due to the fact that our recommended target audience is strongly influenced
by friends and others opinions, as indicated in our survey, we decided to
locate some influential people. Using the research platform, Klout, and
social media sites like Twitter and Facebook, we identified six key blogs and
influencers who we want to experience ChocolatRouge. These influencers
will be given free tickets to all of our events and tasting so that they are
encouraged to attend and write about their experience but are not entitled to
do so. We want to make sure our target audience does not feel as though they
are being sold to, but rather receiving a recommendation.

Wine Portfolio
Followers = 65,174
Tweets = 4,829
Following = 64,124
Likes = 2,252
Wine Portfolio’s posts and tweets are delivered in a tone that allows
inexperienced wine drinkers to be more engaged in their content.
Furthermore, their broad base of followers makes them a great conduit for
viral amplification of messages. Additionally, they have a TV series (also
hosted on YouTube) with supporting app and web page to help increase
impressions. Essentially, their follower count coupled with media distribution
makes them a very influential player in the industry.
Julie Niesen Gosdin
Following = 36,293
Tweet = 54,714
Following = 2,336
Likes = 1,036
Julie Niesen Gosdin would be great potential influencer, as she tweets about
topics more than just wine and chocolate, which makes her more relevant to
a broader base of users. Both of these traits are desirable because they will
help to draw many subsets within our demographic, offering an opportunity
for more awareness and amplification.

Chocablog
Followers = 7,792
Tweets = 11,293
Following = 825
Likes = 7,303
Chocablog is another influencer in the social media conversation about
chocolate. They have a large fan base consisting of nearly 8,000 followers,
and their frequent tweets to help maintain their position near the top
of their followers’ Twitter feeds. Their high volume of tweets also gives
increased opportunity for viral reach via amplifications such as retweets or
favorites.
Cheryl Sandberg
Followers = 5,344
Tweets = 1,597
Following = 5,643
Likes = 1,091
Cheryl Sandberg’s @MakeChocolate twitter account makes her an
intriguing influencer option, as she has a relatively large following for
her chocolate making supplies on both Twitter and Facebook. This is an
opportunity to leverage the target audience’s joy for cooking, hosting, and/
or chocolate all at once. We recommend reaching out to her to create a
promotional basket or a special mentioning of the brand.

Eat More Chocolate
Followers = 40,275
Tweets = 3,701
Following = 9,884
Likes = 39,914
Adding Eat More Chocolate as an influencer would help draw chocolate
lovers to the ChocolatRouge label, including a range of avid to novice wine
drinkers. Their broad base of chocolate loving followers coupled with a high
volume of tweets gives them plenty of chances for both viral and organic
reach.

As mentioned earlier, the biggest challenge we have is the fact that most
people simply do not know about ChocolatRouge, let alone chocolate wine
in general. In an attempt to solve this problem, we will be hosting our own
ChocolatRouge events in each of our top DMAs. These events will give us
an opportunity to get our product into the hands of consumer and spread
brand awareness in our top markets. We plan to host our first event near the
Valentine’s Day season, as both wine and chocolate have a direct correlation
with this holiday. We will be positioning ChocolatRouge as sexy, new, and
exciting. Obviously, Valentine’s Day is traditionally a romantic holiday, thus
pairing perfectly with our wine. Like ChocolatRouge, our events will have
a sense of elegance by being hosted at top venues, such as the Julia Morgan
Ballroom in San Francisco and The Skydeck in Chicago. Attendees will be
made up of influential people in their respective cities and people who have
won tickets through social media. Our events will be just one piece to the
overlying, interactive puzzle that we are presenting.
While our events will highlight ChocolatRouge’s campaign in our selected
DMAs, a party is nothing without guests. So how do we get guests for our
events? Including them in our cable campaign would be pointless since it
is a national medium. Social media is more suitable than cable, but we can’t
assume our target audience will flock to us the moment our pages go live.
While we can include information and cues for SCVNGR or social media,
we can’t promote an event very well through it. Our guerrilla campaign, on
the other hand, has potential since it will be contained within the target
cities. In the days and weeks leading up to events in our target cities, we
can set up portable mini preview parties at popular locations. These would
be miniature samples of our events, with room for twenty to thirty people
to come inside and get a glimpse of our events and learn more about
ChocolatRouge.
Julia Morgan
Ballroom
San Francisco
Loft SEVEN
Penthouse
Los Angeles

STK Downtown
New York
La Jolla Cove
Suites
San Diego
Jack Rose Dining
Saloon
Washington DC
The Skydeck
Chicago
4 Seasons
Glass
Balcony
Boston

ChocolatRouge Goblets
We suggest purchasing custom wine goblets with the ChocolatRouge logo
embossed into the side to give away as incentives to our consumers. They
would be distributed at our ChocolatRouge events in our selected DMAs
as well as given away through social media and the SCVNGR app. This
way, our audience will have something more to take away from our events
and promotions than just a good time. The goblets would also be provided
to all of the hotels that decide to serve ChocolatRouge. This incentive will
hopefully encourage consumption and brand recognition.

“Do Not Disturb” Signs
In addition to the wine goblets, we also suggest giving each hotel exact
replicas of the door hang shown in our “Room Service” television spot. This
way, customers staying at the hotel will have another way to connect to our
brand. Our goal is for the logo to resonate in the minds of our audience as
they see it more and more.

Media Press Kits
One of the biggest advantages of ChocolatRouge is that it is a new product.
Therefore we plan to send out media press kits and use PR Newswire to
release stories about the new product to major news publications across
the country. This is an efficient and inexpensive way to reach a large
number of people. Each kit will include a short section about chocolate
wine and the changes in the wine industry as well as a list of photos that
can be sent to them electronically for the article. Getting media attention
will benefit ChocolatRouge tremendously.
2013 Chocolate Wine
Media Writer’s Kit

PHOTO ORDER FORM
Chocolate Wine
Email WSU480@gmail.com or call (425) 238-2062
Photography
Wine Consumption
By 2015, there will be 77.7 million Millennials of legal
drinking age, which means this generation will likely grow into
control of the alcohol market. This generational increase and demand
is causing alcohol manufacturers and marketers to search out new
products and new angles to reach this demographic. Although they
are not traditionally wine drinkers, they are heavy consumers of
flavored alcohol and beverages in general. As this generation matures
and ages the wine consumption is projected to rise considerably. Even
in a worst case scenario, the wine industry is projected to be much
larger by 2015 than it is today.
As the wine market continues to grow more products
are starting to emerge, one of which being Chocolate Wine. This
new product hit the scene a few years ago and is rapidly growing in
popularity.
(Mintel 2012 Wine Report)
Chocolate Wine
Chocolate and wine have been paired together for a ages,
but the latest trend in the beverage industry is fusing them together.
The majority of chocolate wines are comprised of a red blend base
infused with chocolate flavors. In some cases the base may even
include a cream ingredient. This cream gives the beverage a dairy
component which allows it to be either stored in the refrigerator
or on the shelf, although many manufacturers recommend serving
chilled. Many different brands have multiple flavors, including dark
chocolate and milk chocolate. Flavors also consist of fruit infusions
and other sweet varieties.
Most chocolate wines are very affordable, going for
roughly $10 a bottle. This provides consumers with an attainable
indulgence, which is especially important for the Millennial
generation.
Chocolate wine is mainly a dessert wine, although it can
be used in cocktail recipes for additional treats. For example, it can be
used in coffee or on top of ice cream. In addition, the cream varieties
are very comparable to many cream liqueurs and can be consumed in
the same fashion.
Recipes
Red Velvet
Fill a highball glass with ice and add 2 oz. of chocolate wine
and several splashes of pomegranate syrup.
Winter Sangria
Add to a large pitcher one bottle of chocolate wine (sweet
red variety) with a whole cut apple, whole cut orange, and a
handful of sliced grapes. Let sit for 1 hour and before serving
add 5 oz. soda water and a dash of brandy. Serve over ice and
garnish with a twist of orange.
Orangette
Mix 2 oz. chocolate wine and 1 oz. orange syrup. Shake and
strain into a chilled martini glass and garnish with a chocolate-
covered orange peel or a twist of orange.
Milkyway
Gently heat or froth 2 cups of whole milk, add 4 oz. of
chocolate wine and garnish with 1/2 teaspoon freshly grated
nutmeg.
Cherry Cordial
Fill a red wine glass with 2 oz. chocolate wine (sweet
red variety) and top with 2 oz. of chilled black cherry soda.
Garnish your glass with a chocolate covered Bing cherry.

Promotional Flowchart
1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30
Events
Cost $(000) 100 100
Chocolate Events
Cost $(000) 3 3
Justin.tv
TLC
Cost $(000) 0.396 0.396
Guerrilla
TLC
Cost $(000) 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303
Wine Goblets
TLC
Cost $(000) 39.33 39.33
Influencers
TLC
Cost $(000) 6 6
Media Press Kits
TLC
Cost $(000) 2.445
Door Hangers
TLC
Cost $(000) 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122
Lodging Magazine
TLC
Cost $(000) 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358
Total
Cost $(000) 4.23 1.78 1.78 1.78 1.78 1.78 147.51 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 4.78 4.78 1.78 1.78 1.78 1.78 1.78 1.78 147.51
2nd group of hotels1st group of hotels
1 full-page ad per month
Phase 1 Phase 2

1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31
100 $300.00
0.063 0.063 0.667 0.667 0.667 $50.00
0.396 $1.19
0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 $16.07
39.33 $117.99
6 $18.00
2.445
0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 $6.47
1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 $71.96
1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.85 1.85 1.78 1.78 1.78 1.78 1.78 1.78 1.78 2.45 148.18 2.45 1.78 1.78 1.78 584.12
2nd group of hotels 3rd group of hotels
Yearly
Phase 2 Phase 3

1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30
Events
Cost $(000) 100 100
Chocolate Events
Cost $(000) 3 3
Justin.tv
TLC
Cost $(000) 0.396 0.396
Guerrilla
TLC
Cost $(000) 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303
Wine Goblets
TLC
Cost $(000) 39.33 39.33
Influencers
TLC
Cost $(000) 6 6
Media Press Kits
TLC
Cost $(000) 2.445
Door Hangers
TLC
Cost $(000) 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122
Lodging Magazine
TLC
Cost $(000) 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358
Total
Cost $(000) 4.23 1.78 1.78 1.78 1.78 1.78 147.51 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 4.78 4.78 1.78 1.78 1.78 1.78 1.78 1.78 147.51
2nd group of hotels1st group of hotels
Phase 1 Phase 2
1-7 8-14 15-21 22-28 29-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-5 6-12 13-19 20-26 27-2 3-9 10-16 17-23 24-30
Cable Television
TLC
Cost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38
GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88
Total
Cost $(000) 34.29 34.29 34.29 34.29 34.29 34.29 34.29 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 21.67 24.38 24.38 24.38 24.38
GRP 25.14 25.14 25.14 25.14 25.14 25.14 25.14 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 15.89 17.88 17.88 17.88 17.88
Phase 1 Phase 2
13 spots 13 spots16 spots
Final Combined Flowchart

1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31
24.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.00
17.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.01
24.38 24.38 24.38 24.38 24.00 24.00 24.00 24.00 24.00 34.29 34.29 34.29 34.29 34.29 34.29 34.29 $990.00
17.88 17.88 17.88 17.88 17.60 17.60 17.60 17.60 17.60 25.14 25.14 25.14 25.14 25.14 25.14 25.14 726.01
Yearly
Phase 2 Phase 3
8 spots 16 spots
1-7 8-14 15-21 22-28 29-4 5-11 12-18 19-25 26-2 3-9 10-16 17-23 24-30 31-6 7-13 14-20 21-27 28-3 4-10 11-17 18-24 25-1 1-7 8-14 15-21 22-28 29-31
100 $300.00
0.063 0.063 0.667 0.667 0.667 $50.00
0.396 $1.19
0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 0.303 $16.07
39.33 $117.99
6 $18.00
2.445
0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 0.122 $6.47
1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 1.358 $71.96
1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.78 1.85 1.85 1.78 1.78 1.78 1.78 1.78 1.78 1.78 2.45 148.18 2.45 1.78 1.78 1.78 584.12
2nd group of hotels 3rd group of hotels
Yearly
Phase 2 Phase 3

Budget
Total Budget Allocation
63.28%
10.87%
3.13%
0.11%
0.05%
5.13%
2.17%
13.05%
0.78%
0.28%
1.13%
TLC Spots
TV Production
Lodging Magazine
Media Press Kit
Justin.tv
Wine Goblets
Chocolate Events
Influencers
Door Hangers
Guerrilla

TLC Spots

$1,455,000
TV Production $250,000
Media Press Kit $2,445
Justin.tv $1,188
Lodging Magazine $71,964
Wine Goblets $118,000
Media Press Kit $2,445
Chocolate Events $50,000
ChocolatRouge
Events
$300,000
Influencers $18,000
Door Hangers $6,472
Guerrilla $26,066
Total Budget Allocation:
$2,299,135

360 Marketing

Conclusion
Despite all of the marketing challenges, the future of ChocolatRouge
looks bright. As with any newer product, its success lives and dies with
the marketing strategy. We have put every effort into creating a campaign
that will bring ChocolatRouge to the top of its category and establish it as
a widely recognized brand. Each decision we arrived at was derived from
ample amounts of research and thorough thinking, and we are confident
that our plan will bring success to ChocolatRouge.

The Team

ACORN
ACORN

Works Cited
Experian Simmons. (2009) (NCS/NHCS: FALL 2009 ADULT FULL YEAR
(NOV 08 – DEC 09) -POP)
Mintel International Group Limited. (2012, October). Wine. Retrieved from
Mintel International Group Limited Web site: http://academic.mintel.com
Mintel International Group Limited. (2012, April). Chocolate Confectionary.
Retrieved from Mintel International Group Limited Web site: http://academ-
ic.mintel.com
SRDS Media Solutions
http://www.forbes.com/sites/investor/2012/07/02/why-pinterest-could-be-
the-next-social-media-giant/
http://www.prdaily.com/Main/Articles/17_Pinterest_stats_to_show_your_
boss_or_client_10905.aspx
Uprinting.com
Signazon.com
http://www.starwoodhotels.com/
http://www.kimptonhotels.com/

AppendixTest Survey
1. Do you drink wine?
-yes
2. What is your favorite type of wine? -(brand):
Yellowtail / (variety): Chardonnay
3. How comfortable do you feel buying wine?
-Very comfortable
-Somewhat comfortable
-Comfortable
-Somewhat uncomfortable
-Very uncomfortable
-I don’t drink wine
4. Please rank these wines by your preference
-White wine 1
-Red wine 2
-Rose wine 5
-Sparkling wine 3
-Dessert wine 4
-I don’t drink wine 6
5. Do you drink liqueurs?
-yes
-no
6. What is your favorite type of liqueur?
7. Have you ever had chocolate wine?
-yes
-no
8. Do you know any brands of chocolate wine?
9. What are three words that describe your impres-
sions of chocolate wine?
10. Please rank the places you are most likely to
visit
-bars 3
-nightclub 5
-restaurant 1
-restaurant bar 2
-none 4
11. What would most likely encourage you to
try a new drink?
-sample 4
-family 3
-friend 1
-discount 2
-bar recommendation 5
12. what is your age?
-under 21
-21-24
-25-29
-30-34
-35 or over
13. What is your gender?
-male
-female
14. What is your marital status?
-single
-married
-divorced
-widowed
15. What is your education?
-High school
-some college
-associates degree
-bachelor’s degree
-masters degree
-doctorate degree

Q1
Do you drink wine?
Yes
No
Q2
What is your favorite type of wine?
Q3
How comfortable do you feel buying wine?
Very comfortable
Somewhat comfortable
Comfortable
Somewhat uncomfortable
Very uncomfortable
I don’t buy wine
Q4
Please rank these wines by your preference
1Red wine
2White wine
3Rose wine
4Sparkling wine
5Dessert wine
6I don’t drink wine
Q5
Do you drink liqueurs?
Yes
No
Q6
What is your favorite type of liqueur?
Q7
Have you ever had chocolate wine?
Yes
No
Q8
Do you know any brands of chocolate wine? If so,
please specify.
Q9
What are three words that come to mind when
you think of chocolate wine?
Q10
Please rank the places you are most likely to
visit
1Bars
2Nightclubs
3Restaurants
4Restaurant Bars
5None
Q16
Please rank what is most important to you in
purchasing alcoholic beverages
1Taste
2Price
3Alcohol by volume
4Food pairing
5Special Occasions
Q11
What would most likely encourage you to try a
new drink?
Friend
Family
Sample
Discount
Bar recommendation
Q12
What is your age?
Under 21
21-24
25-29
30-34
35 or over
Q13
What is your gender?
Male
Female
Q14
What is your marital status?
Single
Married
Divorced
Widowed
Q17
What is your education?
High school
Some college
Associates Degree
Bachelor’s Degree
Masters Degree
Doctorate Degree
Survey

SHOW TYPES Total
FEMALE
WHITE 25-34
EVENING
ANIMATION Vertical % 14.20% 10.80%
Horizontal % 100.00% 4.90%
Index 100 76
GAME
SHOW/CONTEST Vertical % 9.10% 9.10%
Horizontal % 100.00% 6.40%
Index 100 ##99
GENERAL DRAMA Vertical % 57.40% 60.20%
Horizontal % 100.00% 6.80%
Index 100 105
HISTORY/BIOGRA
PHY Vertical % 3.00% 0.80%
Horizontal % 100.00% 1.60%
Index 100 ***25
HOW-
TO/INSTRUCTION Vertical % 9.00% 3.90%
Horizontal % 100.00% 2.80%
Index 100 ***44
MOVIE Vertical % 5.10% 4.10%
Horizontal % 100.00% 5.20%
Index 100 ***81
NEWS/DOCUMEN
TARY Vertical % 25.30% 12.50%
Horizontal % 100.00% 3.20%
Index 100 49
REALITY Vertical % 47.30% 53.40%
Horizontal % 100.00% 7.30%
Index 100 113
SITUATION
COMEDY Vertical % 35.80% 43.00%
Horizontal % 100.00% 7.80%
Index 100 120
Simmons Show Types

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