Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign

This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize the brand image of Franzia, a low-cost boxed wine. For several years, Franzia's popularity declined among Millennial consumers, many of whom abandoned the brand for higher-priced wines as they grew older. In 2018, executives at The Wine Group (TWG), Franzia's parent company, recruited Mekanism to change younger audiences' perception of the brand. Mekanism developed the "Franz for Life" campaign based on the insight that Franzia was a brand meant to be enjoyed with friends throughout all stages of the post-college journey. In 2020, TWG decided to renew its relationship with Mekanism and launch "Franz for Life 2.0," a second stage of the campaign that would build on the original campaign's momentum, as well as focus on Generation Z consumers. The case describes how Mekanism developed the 1.0 campaign's creative strategy, media budget allocation, influencer marketing efforts, and brand merchandising. At the conclusion of the case, the TWG team must respond to storyboards that Mekanism pitched to inform the creative direction for Franz for Life 2.0. Which, if any, of the storyboard represents the best path forward for Franzia? Should TWG executives request Mekanism to create additional options? Depending on the creative direction ultimately selected, how should Mekanism propose to allocate the 2.0 marketing budget across media options? More broadly, could Mekanism and the "Franz for Life" campaign help Franzia become an iconic brand?

• Branding
• Marketing strategy
• Strategy
• Marketing communications
• Social marketing
• Marketing
• Product positioning
• Digital marketing