Strategy / Branding / Creative / Digital / Content / Integrated Marketing
The satirical take on “plonk”, generally used to describe cheap, low-quality wine, was easy. Placing the French definite article “Le” in front of plonk and replacing the “k” with “c”, fulfilled the brand’s tongue-in-cheek air of French sophistication with a Bohemian edge. A striking and unique logo was then necessary to capture the spirit of the brand and catch the interest of wine lovers across the globe.
Our campaign strategy was to focus on the “Le Plonc” experience with intense marketing to show how Le Plonc differentiates itself from its competitors (price and great wine selections) and then provide customers with a wine drinking experience that can be simultaneously pleasurable and informative.
After developing the brand identity, the roll out of the new Le Plonc brand consisted of a website, signage, print collateral including business cards, menus, sales materials and gift boxes, as well as various digital elements to help grow the brand’s presence online.