Brand
14 January 2025
Creating PepperBox’s Premium Digital Experience
for Casella Family Brands
for Casella Family Brands
From initial concept to elegant digital presence
In 2020, John Casella, Founder and CEO of Casella Family Brands, envisioned a premium wine brand catering to the discerning UK market of consumers aged 30-45, who sought high-quality wine for home enjoyment. With only the brand name, PepperBox, in hand, the Brightful team was tasked with crafting the entire brand identity, including its digital presence. We successfully launched PepperBox Shiraz in Tesco stores by June 2021. Since then, the brand has expanded into twelve major UK retailers, with four varietals now available and more planned for the future.
Strategic Digital Objectives: Driving PepperBox’s Brand
Casella Family Brands faced the challenge of establishing PepperBox as a premium wine brand in a competitive market. The key objectives were to enhance brand visibility and drive sales growth, particularly after a strategic price increase led to a slight decline in sales volume.
Brightful addressed these challenges by developing and implementing a comprehensive digital strategy. This included crafting a distinct tone of voice and messaging that aligned with the premium positioning of PepperBox, which was applied consistently across the website and social media channels. We managed the brand’s Instagram account, creating engaging content that adhered to the new brand guidelines. Additionally, Brightful produced most of the website’s imagery, ensuring that the visual content reinforced the brand’s elegant and high-quality image. Our efforts aimed to boost brand awareness, increase engagement, and drive sales growth.
Web and Social Strategy: A Holistic Approach
Our strategy employed a comprehensive approach to web and social media channels to propel PepperBox’s digital brand presence. For the website, we meticulously designed the look and feel, incorporating our own-produced photography and crafting engaging, creative and functional content. Our design focused on a user-friendly experience, ensuring seamless navigation and directing visitors to prestige retailers where PepperBox wines are available. We also designed impactful digital ads for the PepperBox and partner retailer websites, amplifying brand visibility and driving traffic.
From concept to launch, we developed the website on WordPress to facilitate easy content updates and enduring sustainability. We managed the client’s accounts on social media, especially Instagram, aligning all interactions with the brand’s updated tone of voice and visual identity. We initiated and managed interactive elements like competitions and polls to boost engagement and maintain an active presence. This integrated approach ensured that PepperBox’s new brand identity resonated consistently across all digital platforms, maximising visibility and consumer engagement.
Delivering digital impact at scale
The campaign made a powerful impact, reaching 4 million people an average of 2.5 times. Our ads amassed 10 million views and drove over 50,000 clicks to retail partners. On YouTube, our videos attracted more than 70,000 views. These results highlight the success of the brand’s digital launch in significantly boosting visibility and engagement.
“Brightful's digital strategy transformed our brand's presence and drove remarkable engagement. Their expertise in web design, social media management, and influencer marketing delivered outstanding results. We couldn’t be happier with the increase in visibility and sales. Highly recommend their services! ”
Transforming PepperBox’s digital presence
The digital strategy for PepperBox significantly amplified the brand’s presence, achieving notable engagement and visibility. Through a cohesive web and social media approach, we enhanced brand identity and drove sales growth. Brightful’s tailored tactics and hands-on management delivered impressive results.
Contact us to discover how we can elevate your brand’s digital impact.
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