It’s all been done before—but sometimes a classic puts a new twist on an old idea.  Take the CK Mondavi Holiday/Winter promotion, for example, in which we used the appeal of a classic American holiday movie paired with the sophistication of CK a Mondavi wine classic to create “CK Mondavi—American Classics—Holiday Entertainment.”  The promotion encouraged consumers to “Enjoy Happy Endings,” and indeed they did—this promotion realized a 35% return—which meant happy holidays for CK Mondavi. We also created another promotion, for springtime, for a different CK Mondavi wine label—to continue the happy endings just a little bit longer…