Southern Glazer’s Wine & Spirits (SGWS) is the largest alcoholic beverage distributor in North America. But until 2019, they didn’t have an eCommerce experience for their wide-ranging base of on- and off-premise customers (restaurants/bars vs. package and retail stores, respectively). Put succinctly, this was a very big deal for the customers — not to mention SGWS themselves.
The Name
The “simplest” part of any brand or experience — the name — carries a lot of weight: It must be memorable, on brand, and connote its value (and values) in as few letters as possible. Here’s how I sold SGWS on the simple, yet powerful name for the app that changed the game in their industry.
Our first proposition: Simpler is better.
Results (and more) are built into the name.
While none of these marks ended up being used in what was released to the public, we helped SGWS visualize their product with professional logos from the start.
A little storytelling — not just for our recommended name but for the options — went a long way toward a successful presentation.
We underscored the importance of getting the name right from the beginning. And offered some powerful examples of what NOT to do.
The Launch Campaign
Our “That’s Proof” campaign offered a fun and whimsical way to reach three key SGWS audiences: Customers, Sales Consultants, and internal employees. The call and response headline device (benefit/That’s Proof) was built to last over what we knew would be a slow and staggered rollout across the continent.
Direct Mail
Direct Mail
Truck Ad
Truck Ad
Truck Ad
Truck Ad
Truck Ad
Internal Banner
Internal Banner
Internal Banner
Pre-Launch Landing Page
Sizzle Video
Proof has surpassed $3B in sales since 2019.
I like to think this is partially attributable to the wonderful creative featured above.