Microsite.com

Client: Paterno Wines International
Paterno Wines International is the leading marketer of luxury wines in the United States, marketing more than one out of eight bottles of wine over $14 sold in America.

Business Goal:
Increase sales of its relatively new, Greek white wine, called Boutari Moschofilero, among women 24-35.

The Challenge:
How can a wine without a well-known reputation or a significant marketing budget breakthrough in a very cluttered spirits market?

The Solution:
Instead of print ads in expected trade and consumer publications, we
created a Microsite at www.whenitfeelsright.com, featuring promotions geared to specific test market.

The entire Microsite is a celebration of the power, beauty, and zest for life that women feel when they bond with each other over a glass of Boutari Moschofilero. The Microsite’s name, whenitfeelsright.com, plays off the difficult-to-pronounce Greek grape, Moschofilero (mo-sko-FEEL-er-o) with emphasis on the syllable “feel.”

At the Microsite, women can enter a “Goddess Night Out” sweepstakes where the winner and 10 friends will be treated to a night of pampering, dining at famous restaurants and of course, drinking Boutari Moschofilero.

We also introduced women to Mr. Wrong, a virtual date who embodies all the characteristics of someone who’s not exactly Mr. Right.

The Result:
Paterno saw its summer sales in key markets of Boutari increase 128% over a year ago.