Casella Family Brands approached Common Ventures with a Riesling-clear task; provide end-to-end strategy and creative, as well as production for a fully integrated campaign.
Research revealed that our target audience loves wine for the moments it brings, but they simply don’t care about the technical side.
Hints of pepper and melon, it doesn’t matter – they just love wine.
With this in mind, we created We take wine seriously, so you don’t have to.
A platform that used humour and unexpectedly clever demonstrations of fun to disarm the seriousness of everyday life and wine itself.
Sometimes life’s taken too seriously. The best way to combat this is to take a breath, laugh and enjoy. The same can be said for wine.
The work was brought to life by using absurdly long ways to describe everyday items like a chair or barbeque, which created a natural segue into describing the quality of [yellow tail] wines.
The twist came with a finger-snap quick reveal that in fact you don’t describe wine like this – you simply ask for it.
Why it Worked
The campaign achieved the following:
- Unprompted awareness doubled from 4% to 8%
- 17% increase in purchases
- 26% increase in purchase from Australian drinkers that were already aware of the brand