CREATIVE BRIEF

PROJECT NAME: XOXO Re-Design & XOXO Spritzers

JOB DESCRIPTION:
Andrew Peller Ltd (APL) is looking to design XOXO Spritzers
(341 or 355 mL glass bottle with crown screw cap sold in a 4 pack).
- the spritzers will be a new brand under the XOXO brand.

BACKGROUND:
It is distributed in the LCBO, The Wine Shop (APL 100 store retail channel),
The XOXO Spritzers will launch in the spring 2013 in The Wine Shop with a plan to
expand to other markets in the spring 2014.
-The 750mL is priced in Ontario at $9.95 and the 1.5L at $17.95.
Original Design of XOXO

Current Design of XOXO

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Main competition:

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TARGET GROUP:
Who are we talking to?
Age: 25 to 45 years old (current bulls eye is 40, but want to skew 30)
Gender: Strong Female skew
Lifestyle: She wants to remain trendy and relevant.
Relationship to our product: She finds the wine experience both social and
relaxing. Wines implicit appeal (human, natural story) is central to her
enjoyment and choice as a drink. She has low expertise, but ranges from high
consumption to low consumption patterns.

COMMUNICATION OBJECTIVE:
XOXO - fashion conscious, trendy, hot brand that the consumer is excited to influence
others on.
XOXO Spritzers: Needs to flow from the table wine label design but have connotations
of fruit and a sub-brand of the XOXO master brand.
-We are looking for a new name for these (not XOXO Spritzers)
so some other variation of XOXO and/or spritzer.
WHAT IS THE MAIN MESSAGE?
XOXO The embrace of two perfect grapes.
Great relationships
are all about harmony; two coming together to create something better.
Two grapes or fruits embrace in one bottle.
A hug of one. A kiss of another. The result is a balanced wine.
Its the special pairing of grapes XOXO wines and fruit in XOXO Spritzers.
SUPPORT INFORMATION (FACTS/DIFFERENTIATING INFO)
Dual varietal offerings, Dual fruit flavours, a real winemaker (indicated on the label),
fashionable packaging, trending on-packs and marketing campaigns.
BRAND PERSONALITY/TONE AND MANNER
Look: clean, fashionable, contemporary but with an edge
Feel: authentic with approachable style
Sound: sexy and fashionable
MANDATORY:
1) Not Peller Branded

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2) Non Vintage
3) Non VQA
4) Flint (clear) 750mL bottles will be used but must have the ability to work and be
adjusted for 1.5L for XOXO table wines
5) Pinot Grigio Chardonnay, Shiraz Cabernet & Rose (not White Zin/Gamay)
6) Spritzer options tbd but use Blueberry Pomegrante (light purple colouring of
wine), Strawberry Acai (light red or pink colouring of wine)
7) Spritzer bottle shot example to be sent separately 341mL (sold as a four pack
open top with handle with the box being branded)
8) Please put mock-up design options on bottles.
LANGUAGE CONSIDERATION:
At this time it is just for English Canada so just French on the legalities/mandatories.
PROJECT COMPONENTS:
1. Name
2. Label Concepts / Designs / Mood Boards
3. Marketing Ideas / Concepts / Plans
(focus 60% on earned or shared media, 30 POS-retail, 10 mass)

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