kalokairi
EVERYONE'S FAVORITE TRIO IN WINE FORM
Say "yamas" to Donna, Rosie, and Tanya (in wine form)! Kalokairi simplifies all of your hostess needs by wrapping your bottle of delish wine with a list of food recommendations to perfectly pair and a curated playlist that will have you feeling like one of the dynamos. I wanted the branding to be bright, bold, and fun (just like our girls and the celebratory nature of a Greek party). The front of each bottle has it's own combination of the brand's color scheme accompanied with the name of one of the popular Abba songs that is associated with the women.
While the front of the bottle is enough to pull a customer's eye as they scour the store's selection for their dinner party, when you turn it around you'll find the back has even more to offer. Our rose, moscato, and merlot all come equipped with their own selection of "to pair & to play". Under the "pair" you'll find a selection of food pairing recommendations for the consumer to use as their new shopping list. I think it would be oh so fun to partner up with some other food companies to promote unique, artsy food pairings. Under the "play" section you'll be able to scan a Spotify code to take you to that wine's customized playlist. Not only does this wine bring the party, it takes the stress out of party planning.
MEDIA STRATEGY
This section will walk you through my media strategy outline which encompasses the following: Brand Positioning and Story; Content Creation; Social Media Strategy; & Advertising
KALOKAIRI Brand Positioning & Story
Kalokairi’s Story: Kalokairi Wines aims to bring the joy and vibrancy of Mamma Mia to your glass. Each bottle celebrates the unique personality of Donna, Rosie, and Tanya, offering a musical and culinary journey with every sip.
Our Key Messages: “Sip into the world of Mamma Mia with Kalokairi Wines”; “Experience the spirit of Donna, Rosie, and Tanya in every bottle”; “Pair & Play: A wine collection that enhances your experience”.
Target Audience: The key audience are Millennials and Gen Xers who are fans of Mamma Mia, enjoy wine, and love hosting or attending social gatherings. It is also for the Gen Zers who appreciate themed experiences, vibrant packaging, and curating the perfect aesthetic.
STUDIO CREATION: High-quality photos and videos showcasing the bright and colorful wine bottles, pairings, suggestions, and themed playlists. Photos should have stylized shots of each bottle with their recommended food pairings and lifestyle shots of people enjoying the wine at gatherings. Videos should feature short clips of opening bottles, pouring wine, pairing food, and clips of Mamma-Mia inspired parties and dinners.
WRITTEN CONTENT
Ft. Blog posts, social media captions, and email newsletters. Blogs and newsletters should feature articles like the following: “Perfect Pairings with Kalokairi Wines”, “How To Host a Mamma Mia-Themed Party”, “Meet Donna, Rosie, and Tanya: The Inspiration Behind Our Wines”, “There Are Only Three Types of Girls When It Comes To Wine: Who Are You?”
Social Media Strategy
Kalokairi’s Brand Emphasis: Kalokairi Wines are fun, vibrant, and perfect for social gatherings. Inspired by the iconic and lively characters from Mamma Mia, the brand should emphasize a sense of fun, nostalgia, and celebration.
Content Creation
Instagram: Daily posts including photos, videos, behind-the-scenes content of sourcing the wine, user-generated content, and stories. Daily posts on threads as well so that Instagram pushes out the content more.
Pinterest: Select boards for each wine bottle to showcase the “vibe” of each bottle; boards featuring food pairings with links to blog posts or cooking videos on Instagram and TikTok; boards showing party planning tips and tricks.
TikTok: short, catchy videos of wine pairings; engaging videos asking users to tag their friends based on which bottle fits their personality; behind-the-scenes of hostessing and party planning; cooking videos with the wine and pairing recommendations.
CONTENT CALENDAR
PARTNERSHIPS
VISUAL CONTENT
ENGAGEMENT STRATEGIES
Giveaways, influencer collaborations in the food/wine/entertainment niche categories, brand trip where followers get the chance to go on a Greece trip.
Influencer Marketing: Kalokairi will partner will influencers who align with the brand’s fun and vibrant spirit, are typically hosting friends, and are foodies. @wishbonekitchen @danielle_carolan @kenziethetexan @clararpeirce @strawberrymilkmob
Events: Sponsored events centering around wine tastings, park picnics, Mamma Mia movie nights, and pop-up parties
Advertising
