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 Cockburns |
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BRIEF:
Cockburns is Scotland's longest established wine merchants and has enjoyed a loyal following amongst the households of Edinburgh for hundreds of years. Now the business is in new ownership and our brief was to look at presenting a new and engaging image through locally advertising the opening of the the first of a chain of new wine shops in the Morningside area of Edinburgh.
APPROACH:
Drawing on the company's history, we wanted to endorse the standing and authority of the business but not in a 'stuffy' or exclusive manner. We also were keen to carry a lighthearted and fun feel but not at the expense of percieved knowledge and expertise. The literary themed approach seemed to marry these objectives well and we progressed it forward in the first place for the store opening. Future promotional focus, we feel, can effectively develop the theme.
OUTCOME:
The wine shop opened with considerable local response. It seems that a new entrant to high street wine retailing is welcomed and preference for a 'Scottish wine merchants for the capital' is in evidence. Cockburns are now looking at the next step in establishing further wine shops in both Edinburgh and Glasgow.
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