Poll: What do you think of Honig’s latest marketing campaign?
Some of you who have tasted at Honig Vineyard’s in Napa Valley, may have recently received a postcard from the winery. I’ve scanned one, and posted it here, because I wonder if this campaign will help or damage the brand image of this winery. The back of the postcard directs you to Honig’s latest video (www.honigwine.com/rockvideo), and lists all the members of the band pictured on the front. This is an annual campaign by the company, and in the past, there have been quite a few witty designs. (Archive here)
What do you think of the latest campaign: Great marketing, or brand suicide? Take part in the first ever Winexpression poll below!
Note: The winery has a blog post with information on the history of the postcards, as well as the design for this year. But we all know it’s the first impression that matters, so what do you think….
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July 16th, 2008 at 10:46 am
No, I am not related (they told me this quite emphatically when I asked for the “family discount”), but this is only part of Honig’s ongoing postcard campaign. Individually, they can seem quirky, weird, perhaps even off-putting. But as a collection, they are an absolute hoot. Is it bad marketing? I can’t say it is, given that their name and their card just got a bit more free publicity. See? It’s working.
July 16th, 2008 at 11:01 am
dhonig,
I was thinking the same thing. Some people may love it, others may not, but the best marketing in the world has always been that which is considered controversial, and thus, get’s people talking.
Truth be told, their Sauvignon Blanc is one of the best from Napa, and here’s a little reminder that the latest vintage is available.
July 16th, 2008 at 2:11 pm
I agree with dhonig that as a collection they are humorous…but seeing just the one for the first time was a bit confusing (though that did lead me to their website)…and this years postcard is one of the best…
http://www.honigwine.com/postcards
July 17th, 2008 at 5:43 am
This is definitely an eye catcher for those familiar with the R.S. magazine and of course the first glimpse of it would be to see who’s face is actually on the cover. As your eyes roll down the page you now realize the message
As it sinks in a bit more one would have to wonder though if they are trying to cater to a younger generation of wine drinkers starting out.
I have to agree though with Jatemack that this is and has always been a superb flavor of wine from a wonderful winery.
You might say a little music and a glass of their wine on a nice summer day or evening goes real well and the post card could just be the stimulus reminder to do so sooner than later
July 17th, 2008 at 8:12 pm
Great to see people in the wine industry not take themselves to seriously that is great!!!!
July 18th, 2008 at 1:33 pm
Dear Jathan,
Thanks for the post about our rock postcard. We think you do a great job with your site and are honored to be a part of it. As a family owned and operated business, we believe that brand building is very personal, especially in an industry that is dominated by large corporations and consolidation. Our postcards help us share a little bit of our wild side and we have a lot of fun making them. We actually made three different rock postcards this year so we could include the entire staff (all the cards are all on our website). The web has allowed us to build personal relationships via our blog, other bloggers, and the growing web community who share their thoughts and opinions.
We focus on making extraordinary Sauvignon Blanc and Cabernet Sauvignon year after year, but we do not believe that wine should be pretentious. Wine is meant to be enjoyed. We also feel that if you love what you do, you never work a day in your life.
Cheers!
Stephanie
July 18th, 2008 at 2:07 pm
Is the poll closed? I wanted to vote!
July 18th, 2008 at 2:47 pm
Hi Ralph,
I had to change the poll settings, hopefully you can see it now….if not, hit Control F5 to reload the page, or clear out your browsers cache/cookie file.
Stephanie,
Thanks for your comment!
January 29th, 2010 at 1:28 am
That’s funny, I like it!