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  • GMA Creative Firm

A PRESIDENT AT THE TABLE

Branding • Naming • Positioning

Context

The degree of sweetness inherent to Madeira Wine makes it a great addition to many recipes, allowing for a diverse range of gastronomic combinations.


Challenge

In the trademark registration, George Washington wine is destined to be a new Madeira Wine.


George Washington was a lover of Madeira Wine, a fan of convivial meals and known for his famous Thursday dinners, to which notable people were invited.


However, when the GMA team accepted the challenge of working on strategic brand positioning, they concluded that, given the portfolio of the promoter of Madeira Wine, it should not be just one more.


Solution

George Washington – A President at the Table

With this president's historical connection to food, the scenario was set. This would be more than a wine, it would be George Washington Madeira Wine Seasoning - Atlantic Pearl Sauce, positioned as A President at the Table.


The prototype for this seasoning was developed by the Portuguese specialist in sauces and spices: Mendes Gonçalves' R&D team. The brand and the label were presented with “prepared to taste” in record time.


Geogre Washington (Symbolic Discoveries), 2018