Oddbins: They've come a long way
1987 branding campaign for alcohol retailer. Research showed two types of customer, committed experts and casual enthusiasts. Using mainly colour magazines and supplements wine turnover which had been stagnant grew faster than the total wine market. Particular area of success was with Australian wines with Oddbins seen a major initiator of growth in the sector. Amongst the target market a high level of advertising awareness was perceived.