OKANAGAN CRUSH PAD

store. In order to position OCP according to its brand character, the recommended campaign would have featured stylized,
modernized graffiti art, encapsulated into one visual message: “Okanagraffiti”.
Okanagraffiti embodies the fun, daring, creative and rebellious nature of OCP’s management and the wines they produce.
During the revised campaign, elements of Okanagraffiti will be incorporated into creative pieces to form an integrated,
distinctive campaign and unified message.
This campaign was inspired by Scott Sueme, the graffiti artist who decorated OCP’s concrete winery exterior when it was built.
His use of bold designs, striking lines and vivid colours goes against traditional winery positioning, further establishing OCP as
a unique and rebellious company. An example of Sueme’s work, which inspired the specific visual behind the campaign, can be
seen in Appendix F-1.
Advertising Recommendations
Brand Character and Personality
*All new Okanagraffiti creatives can be found in the separate creative portfolio.
In order to elicit OCP’s brand character, advertisements featured online, in magazines, and in brochures needed to be visually
appealing; representing a fun, unapologetic and modern persona, in order to be effectively positioned.
The brochure acts as two different, unrelated pieces: an informative company piece and a sell-sheet. It would have been more
effective if these into two pieces were separated; versus blending their communications so they do not directly appeal to either
identified target market. Specifically, the piece loses its genuine tone when given to end consumers. One brochure should be
created and tailored to the secondary audience, who want more information on the company and its operations. Another
brochure that resembles a sell-sheet or a catalogue of the OCP wines should have been distributed to the trade. This would help
OCP with the uniform flow of communication as it concentrates on one message strategy. Buyers can concentrate on the sellsheet
and base their purchasing decisions on the listed wines, while end consumers or people from wine shows can read the
brochure and find out who OCP is.
Similarly, magazine advertisements were also created with a “one size fits all” message, not effectively targeting either
audience. Since different messages appeal to different audiences, two OCP advertisements should be created. Trade magazine
ads should have been full-page, in order to capture the attention, showcasing the unique Okanagraffiti artwork and eliminate
noise around the ad. The magazine advertisement should have included benefits that are relevant to buyers of the trade, such as
the fact that OCP ships across Canada, availability of volume discounts, and OCP wines are available on-tap. Trade magazines
would be the ideal medium to communicate with OCP’s primary market in order to increase consumer demands and to position
them as a unique and fun wine. Magazines such as Vendor Magazine would have been an appropriate publication as it reaches
many industry people from restaurants to respond to the advertisements. It is important to emphasize OCP’s culture in
advertisements, so that restaurants and retailers with similar brand character are drawn to OCP through these advertising efforts.
Consumer magazines, such as Savour, Wine Trails, and Vancouver Magazine’s Eating & Drinking Guide would also feature
Okanagraffiti. The only difference between the trade and consumer magazine advertisements would be the copy. This would
describe the benefits consumers would experience while they enjoy a glass of OCP’s wine from Haywire or B.S. Copy in fullpage
ads would try to elicit an emotional connection between the secondary audience and OCP by creating excitement and
intrigue.
Ads would appropriately reach the consumer market if featured in mainstream mediums such as online blogs or urban lifestyle
websites. OCP had placed ads in these sites, which were effective and do not require adjustment. However, OCP should feature
more advertisements on different urban websites. For example, Inside Vancouver, since it is an influential website that appeals
to OCP’s secondary target market. OCP would want to increase their advertising online because many of their secondary
market are now buying wine online. In addition, OCP should have chosen websites where they were the dominate advertiser,
allowing for better visibility and more clicks to their website in order to increase OCP’s awareness.
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