Silver Bay Point, a British wine brand, had long targeted a younger demographic through its marketing efforts. However, recent Dunnhumby data analysis revealed that the core consumer base was older than previously thought.
Recognising this, the brand aimed to realign its market positioning, brand identity, and consumer targeting to better resonate with this audience through a rebrand and supporting online and influencer campaign.
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.
The campaign theme was ‘A Glass of Something Lighter.’
As well as content and paid advertising, the campaign also featured:
• New brand design and label artwork
• Audio and visual Spotify adverts
• A summer giveaway
• Branded merchandise as part of a competition with Take A Break magazine.
• Influencer activation
• A new website to bring in the new brand aesthetic
The objective was to rebrand and relaunch Silver Bay Point’s three main SKUs, enhancing appeal to the newly identified demographic and securing listings beyond existing supermarket listings.
The campaign achieved significant results across key channels, demonstrating the power of a data-led, multi-platform approach.
Meta ads delivered over 21.2 million impressions at a highly efficient CPM of just £0.85, ensuring broad awareness without compromising budget.
On Instagram, the brand saw a 41.78% growth in followers.
Meanwhile, Spotify activity reached 1.6 million impressions with a frequency of 7.62, reinforcing brand recall through repeated, high-quality audio exposure.
“We felt understood to a nuanced level of goals and aspirations for the new bottle label, and through sophisticated audience research, we were encouraged to explore digital marketing avenues that we wouldn’t have otherwise considered. We had total trust in them to deliver an excellent rebrand and launch campaign, and the results speak for themselves.”
-Amy Giacobbi, Marketing Manager, SILVER BAY POINT