ASL Print FX: Launching in a notoriously 'local-only' culture

ASL Print FX, a custom label printing company specialising in the CPG and beverage industries, broke into the 'local only' market of the Napa Valley wine industry in the United States.

Campaign details

Brand: ASL Print FXBrand owner: ASL Print FXEntrant company: Wineglass Marketing, NapaMarket: North America (general region)Sector: Business ServicesMedia channels: Email marketing, Online video, Search marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Launch a 50-year-old Canadian label printing company in the notoriously "local" only culture of the Northern California wine industry. Despite significant competition, choose not to lead with state of the art technology, but focus the marketing strategy and messaging on the local experts at the helm of the Napa facility,...

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