British wine brand, Silver Bay Point has secured a new listing in B&M following a rebrand and relaunch campaign.
The Glass of Something Lighter promotion came from Leeds agency, Brilliant, which highlighted its low price, low ABV percentage and “uncomplicated flavours.”
Already stocked in Tesco and Morrisons, the rebrand came about after shopper data revealed an older (45+) target audience, with a love of discount supermarkets.
“For Brilliant, being asked to deliver the full campaign from initial consumer research to brand development and integrated marketing roll-out is such a privilege, especially for a brand like Silver Bay Point,” said Brilliant’s Managing Director, Mike Davis.
“Having worked with the team at Continental Wines for over 6 years it’s testimony to our team’s continued hard work, creativity and innovation that has made this campaign such a success.”
READ MORE – What I’ve Learnt: Mike Davis, Managing Director, Brilliant Agency
The relaunch focused on making the brand an “easy” choice, with its “fuss-free point of difference” and ensuring the packaging stood out on shelves.
Visually, there was a complete revamp of the logo, turning the previous coastal illustration into a more recognisable lighthouse, while key touchpoints included ABV rating emblems and “more accessible two-word tasting notes.”
The rebrand was supported with a marketing strategy across Spotify audio and visual paid media, consumer PR, influencer & creator marketing, lifestyle and studio content creation, a full website redesign and build, plus organic and paid social.
“When the desire to refresh the Silver Bay Point brand arose, Brilliant felt like the natural partner to collaborate with as we’ve trusted them with our social media marketing since 2018,” explained Amy Giacobbi, Marketing Manager for Silver Bay Point.
“Not only did they understand to a nuanced level our goals and aspirations for the new label, but through sophisticated audience research, they encouraged us to explore digital marketing avenues that we wouldn’t have otherwise considered. We had total trust in Brilliant to deliver an excellent rebrand and launch campaign, and the results speak for themselves.”
