Spirits
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Sangria · Sam's Club launch
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Drive-to-store, social, retail activation
Lolea is the Spanish sangria with the polka-dot bottle — part of the Zamora Company portfolio. ARSNL ran the drive-to-store launch program for Sam's Club across South Florida and the Southeast: media, creative, and retail activation calibrated to sell-through, not impressions. The program hit goals in the first two months and Zamora made it the standard model for big-box launches across the portfolio.
Client
Lolea (Zamora Company)
Markets
South Florida and the Southeast
Scope
Drive-to-store media, social, retail activation, brand content
Retail partner
Sam's Club
The brief
Big-box launches are won or lost in the first reset window. If the brand doesn't move volume in the early weeks, shelf placement gets cut and the program becomes a budget line item nobody fights for. Lolea needed a launch that earned its shelf — an unmistakable brand on the floor, real drive-to-store demand from the right shopper, and sell-through reported back to the retailer.
The category context made the brief sharper. Sangria is seasonal, gifting-friendly, and easy to pass over for a known wine SKU. The bottle (red polka-dot on white) is the brand's competitive advantage on shelf. The job: put the bottle into the cart.
What we did
- Drive-to-store media. Geo-targeted Meta, programmatic, and digital OOH within trade areas of Sam's Club locations across South Florida and the Southeast.
- Brand and social content. Bottle photography, lifestyle pours, and the signature polka-dot motif carried across creative.
- Retail activation. In-store and around-store creative aimed at turning the trip into a basket.
- Audience strategy. Wine and sangria intenders, entertainers, and the Hispanic shopper segment Lolea over-indexes with.
- Sell-through reporting. Performance reported back against Sam's Club velocity, not media metrics.
Selected work
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Creative · Launch
Sangría launch creative.
Spanish-led, premium creative system for a warm-weather wine occasion.
Media · Drive-to-store
Sam’s Club drive-to-store.
Media aimed at the SKU and the store, reported back against Sam’s Club sell-through.
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Brand · Portfolio model
Portfolio operating model.
The system that became Zamora Company’s template for big-box launches across the portfolio.
The results
2 months
Exceeded Sam's Club sell-through goals inside the first two-month window.
Portfolio model
Became Zamora Company's standard model for big-box launches across the portfolio.
South FL + SE
Geo-targeted activation across Sam's Club trade areas in the Southeast.
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Why it worked
Big-box launches reward two things: a brand the shopper recognizes on the floor and media that brings the right shopper to the floor. The polka-dot bottle handled the first — Lolea is hard to miss on shelf. The drive-to-store program handled the second with trade-area targeting against wine and sangria intenders and creative tuned to the seasonal occasion. Performance was reported back against Sam’s Club velocity so the retailer could see what the marketing did.
That discipline is why the program became Zamora's model for new big-box launches. Same operating system, different brand and category each time.
What's next
Then let's plan to get there.
