Arbor Mist Puts $10M Punch into New Promo as Vine War Heats Up - Canandaigua Wines brand marketing campaign - Brief Article - Statistical Data Included

Brandweek,  May 7, 2001  by Kenneth Hein

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Canandaigua Wines is hoping the third time is a charm as it readies the third installment of its Can't Resist the Mist" campaign for its Arbor Mist brand.

The stakes have been raised significantly this year E&J Gallo's rival entry into the fruit-flavored varietals category which Arbor Mist put on the map, has experienced rapid growth.

The media spend for Arbor Mist is on par with previous years at roughly $10 million. Competitive Media Reporting has the buys at $11.5 million last year and $9.5 million the prior year.

Beginning May 14, two executions of a new Arbor Mist commercial called "David" will air across network and cable television. Created by the Wolf Group, New York, the commercial revisits the brand's theme of men going to ridiculous lengths to get a drink of Arbor Mist from their lady friends. The product's primary target is women ages 25-49.

The same theme appeared in last year's "Trampoline" execution and the first in the series, "Synchronized Swimming," in 1999.

The new spot is shot on a Malibu beach where four men create a 12-foot sand-sculpture likeness of Michelangelo's David in order to get a drink of Arbor Mist. The spot will feature two voiceovers: one will promote Exotic Fruits White Zinfandel, the most popular flavor; the second will tout its newest product, Melon White Zinfandel. Radio will also support.

"The ad strategy is to continue to raise awareness for Arbor Mist," said Rob Vlosky marketing director. "We want to communicate the fact that it is a light, refreshing wine enjoyed by women and men alike."

Arbor Mist has been one of the wine category's hottest success stories as it sold four million cases last year, up 14.8% from 1999, per Impact, New York. However, its chief competitor, E&J Gallo's Wild Vines, is gaining fast. Wild Vines is nearing three million case sales and was up 41.5% from its introduction the year before. Marketing plans for the brand are tightly under wraps as Gallo refused to comment.

Wild Vines spent $6.7 million last year on media and $5.1 million in 1999. Its inaugural campaign carried the tag: "A wild new taste in wine."

COPYRIGHT 2001 BPI Communications, Inc.
COPYRIGHT 2001 Gale Group