The client brief wanted to communicate the single-minded message of 'know red, taste red, love red'.

The desired response was to have customers think of red wine in terms that went beyond the basics. This was accomplished by creating red wine vignettes that evoked a visceral response from the senses: taste, touch, smell and sight.

Without being overwhelming, we wanted to present red wine as a sensory experience. Aroma, texture and taste were all attributes that were presented in an direct and visually compelling manner.Rather than presenting complicated wine information in a bookish manner, we employed bold, simple, iconic graphics with shades of red resembling red wine, we evoked our target's senses and in doing so, created interest from street level to in-store.

Through use of vibrant images of a blooming rose, plump raspberries and cascading silk, we invited our target to draw a connection between red wine and the emotions they evoke.

Overall red wine sales increased by 6.26% over the same period in 2008. This increase was 3.26% above the aggressive plan.The FSI had a clear affect on the purchasing decisions of the consumer. The 34 products featured in the FSI experienced an average increase in net sales of 28.1% over the week prior to the drop date.