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A cult favorite among premium wine drinkers, Toasted Head was looking to maintain its position as the recession pushed consumers to lower priced wines.
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Fans of Toasted Head love the fire-breathing bear on the label AND seek to make the most of every occasion.
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Renegade's 360° experience for Toasted Head began with a battle cry for both the sales force and the consumer to "Fire Things Up." This fiery call-to-action sparked a series of promotions including Fire Artists at tasting events and highly engaging Point of Sale pieces. The social media outreach including integrated ads on Facebook as well as the application Social Calendar helped to gather thousands of fired up fans.
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Toasted Head established the largest community on Facebook for any wine brand in less than two months and continues to maintain its rank as the 7th best selling chardonnay in the US despite the economy.
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