LCBO

This is Vintages

Back to Work

LCBO

This is Vintages

Challenge

Vintages was seen as an intimidating, elite brand, inaccessible to most people. With new competition from Ontario grocery stores, we needed to change perspectives and widen its appeal.

Idea

We modernized Vintages under the strategy of new luxury: bright, special and inclusive, using targeting storytelling to draw in new customers.

Impact

Since the launch of our campaign, Vintages has netted a year-over-year growth of +8.0% and exceeded their annual sales target by +3.0%, with brand equity metrics the highest since 2009.