With the Dunnhumby data insights, we were able to tackle the rebrand from an informed standpoint and tailor the revamped Silver Bay Point to its new target audience profiles of Lee (those with a lower affluence) and Jenny (those with a higher affluence).

Our approach to the brand

Our audience research revealed the product was being habitually purchased by retired and low/mid-income demographics – people who loved the product due to its low price point, easy drinking flavour and low ABV percentage.

We knew our rebrand needed to make Silver Bay Point feel like a reliable, easy option that didn’t irritate consumers with upmarket wine jargon and imagery.

And above all, it needed to have shelf stand out.

So to best inform our final creative route, we ran A/B tests with selected focus groups – quizzing them on 4 design variants to gain valuable consumer insights.

Following this feedback, we chose to strip back the design of Silver Bay Point’s logo and packaging to incorporate clear and bold imagery. The lighthouse icon became more striking and the brand name was made distinct.

Pack copy was also streamlined so that the three main SKUs (red, white, and rosé) displayed only the most important information – the flavour and the ABV percentage – changes that had positive responses when put through our own consumer research survey.

But as well as aesthetics, the brand persona, messaging and value proposition needed to change.

So alongside our packaging rebrand, we also used our first-party audience data research to inform a new tone of voice for Silver Bay Point, driven by the consumers’ social media likes and interests.

From this, the tone of voice became more mature than it once had been, with a new humour modelled after Miranda Hart and Davina McCall – two celebrities who scored highly in both our audience profiles.

In terms of visuals, we also felt that we needed new photography that represented Silver Bay Point’s new audience.

So to coincide with the new product launch, we organised an ‘at home’ photo shoot featuring models that better represented our new audiences.

This resulted in us creating a bank of content and a more apt aesthetic that could be used across the campaign and paired perfectly with our new tone of voice.

Our approach to the campaign

To successfully relaunch Silver Bay Point’s new look we needed the concurrent relaunch campaign to effectively capture the brand’s essence.

By conducting consumer research early on, we were clear on the key influences, media channels and messaging required and were able to build out an integrated social-first campaign.

With an aim to be a more approachable brand, our goal was to drive potential customers towards a simple, memorable image to find in-store, and increase their awareness of Silver Bay Point.

The campaign theme was ‘A Glass of Something Lighter.’ – a social media led brand awareness piece that highlighted the drink being lighter in taste, lighter in calories and lighter on the pursestrings!

As well as content and paid advertising, the campaign also featured:

• Audio and visual Spotify adverts scripted and created by our team!
• A summer giveaway (£50 Morrisons voucher) and branded merchandise as part of a competition with Take A Break magazine.
• Influencer and gifting opportunities through The Influencer Room allowed followers to receive a bundle of Silver Bay Point and get paid to create UGC! 
• An influencer competition with an online lifestyle brand for older women – ‘Rants in Big Pants’.
• A brand new website to bring in the new brand aesthetic!