Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • May 2022
  • Supplement
  • HBS Case Collection

Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign

By: Tomomichi Amano, Elie Ofek, Mengjie Cheng and Amy Klopfenstein
  • Format:Print
  • | Language:English
ShareBar

Abstract

This case reveals the events that took place after the conclusion of the cases “Thinking Outside the Wine Box (A-B): Mekanism and the Franz for Life Campaign.” After selecting a creative direction for the Franz for Life 2.0 campaign, independent advertising agency Mekanism must decide the campaign’s influencer marketing strategy as part of the media plan. Mekanism Chief Social Officer Brendan Gahan must review a proposed roster of social media influencers and decide which are likely to be the best ambassadors for the Franzia brand. Gahan also needs to decide how many influencers to contract, how much to pay them, how many pieces of content to commission, and what guidelines to provide.

Keywords

Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Food and Beverage Industry; Advertising Industry; United States

Citation

Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (C): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-068, May 2022.
  • Purchase

About The Authors

Tomomichi Amano

Marketing
→More Publications

Elie Ofek

Marketing
→More Publications

More from the Authors

    • May–June 2025
    • Harvard Business Review

    Balancing Digital Safety and Innovation

    By: Tomomichi Amano and Tomomi Tanaka
    • May 2025
    • Faculty Research

    Lowe’s: Improving the Total Home Strategy

    By: Elie Ofek and Sarah Mehta
    • April 2025
    • Faculty Research

    Customer Acquisition and the Cash Flow Trap Supplement

    By: E. Ofek, Barak Libai and Eitan Muller
More from the Authors
  • Balancing Digital Safety and Innovation By: Tomomichi Amano and Tomomi Tanaka
  • Lowe’s: Improving the Total Home Strategy By: Elie Ofek and Sarah Mehta
  • Customer Acquisition and the Cash Flow Trap Supplement By: E. Ofek, Barak Libai and Eitan Muller
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.