NEW YORK: Taking a page from the world of branded entertainment, Krupp Kommunications (K2) has negotiated a deal to bring Windsor Vineyards wines to the tables of The Sonoma Diet devotees.
An extension of its efforts on behalf of Meredith Books' The Sonoma Diet by registered dietitian and Culinary Institute of America nutrition instructor Connie Guttersen, Ph.D., the licensing deal calls for Sonoma Diet-label wines to be made available directly to consumers via both The Sonoma Diet and Windsor Vineyards Web sites.
The deal represents the first of its kind for New York-based K2, which has worked with the client since the book's late 2005 release.
It sold 500,000 copies in the first two months.
It was vital that the book-winery fit was "natural and right and honest," said Christianna Capra, K2's head publicist.
A key element of the relationship's success, she added, was that Windsor Vineyards supported the diet's lifestyle approach to weight loss and well-being, one stressing conscious eating and the use of heart-healthy, whole foods.
"Partnering clients with proven brands creates another layer and opportunity to connect and communicate with consumers," said K2 founder and CEO Heidi Krupp.
To generate interest in the Sonoma Diet-label wines, K2 will include information about the wine - and branded-corkscrew giveaways - into its cross-platform media campaign for Guttersen's newly released The Sonoma Diet Cookbook, Capra said.
K2 is also working to promote the Sonoma Diet brand's interactive Web community, an online destination, run by Waterfront Media, at which dieters can get exclusive wine offers, as well as wine-and-food pairing advice and other healthy-lifestyle tips.
In addition, a product-launch e-mail effort directly targeted more than 3 million potential customers, and new editions of The Sonoma Diet and its accompanying cookbook will include end pages promoting the Web community and Windsor wines.