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Gallo offers Twitter psychoanalysis
E&J Gallo Winery is inviting customers to have their Twitter activity assessed by a psychoanalyst as part of a campaign for its Apothic Red brand.
The Californian producer has teamed up with Harley Street psychotherapist Dr Sandra Scott, who has developed an algorithm based on key words and emotions.
The tool, available here, will be used to analyse Twitter users’ last 3,500 tweets to reveal what Gallo describes as “four different ‘dark side’ personas”: passionate, egotistic, materialistic and mischievous.
The activity seeks to build on the 2013 UK launch of Apothic, a £9.99 blend of Zinfandel, Merlot, Syrah and Cabernet Sauvignon that takes its name from the “apothecas” of 13th century Europe, where wine was blended, stored and sold.
Despite having around 16g/l residual sugar, the brand is not marketed as a sweet red, with Gallo describing it instead as “a rich and smooth wine with flavours of blackberry, dark cherry and hints of mocha, chocolate and brown spice.”
Introducing this latest initiative, Gallo’s associate marketing manager Inessa Melnikova, said: “Not only does it highlight Apothic Red’s innovative spirit, it also echoes the mysticism associated with the brand.”
“Our research has shown that many Apothic Red drinkers are reluctant red wine drinkers who have been intrigued by the unique and mysterious flavours that Apothic Red offers.
“We are confident that this initiative will capture the imagination of both new and existing drinkers, optimise trial and drive awareness of the brand across the UK.”