winery creative brief


Objective The main objective of our campaign is to launch a new wine with a unique type of packaging and product experience. This will be done through emphasizing customizability in the product, and occasions in our advertising.

Advertising Objective We aim to reach out target market by emphasizing that our winery story is not important – it is the consumer’s story. It’s the occasion for which they’re buying the wine. It’s about being customizable and making the wine (and the memories that come with it) yours.

Target Market We aim to reach consumers age 26-32. Our target is made up of three consumer profiles:

Consumer Benefit Our target likes to think they’re smart, and this style of advertising presents a smart (but not too smart) attitude. The rhetorical style in our advertising – pithy, casual, and smart – will connect with our market because this style of advertising resonates with them.

Product Benefit Experience. Experience is something that goes beyond a good wine. It’s personal and customizable. With this, our wine bottle is the wine you want it to be. Using rainbow scratch paper, our wine is packaged with a label on which you can scratch whatever you want and make it yours.

“We know you don’t care about how the wine is done – all you need to know is that it’s great, and we have 30+ years in operation to back the up”. So, our story is that we don’t have a story, the wine is made to be like you want it to be.

Sarah And Jim Ryan Kim

31/32 years old 30 years old 28 years old

Jim: Startup Founder Sarah: Accountant at Google

Marketing Associate at Mindjet

Event Assistant at SF Theater

Morning runs Enjoy Sports Swims Enjoys Yoga and Plays Tennis

Explores new areas in they city Owns a vinyl collection Addicted to instagram

Enjoys live Jazz Enjoys live Reads Life and Premiere

Dinner parties with friends Plays guitar Likes to experience new things

Shops at Whole Foods Shops af Trader Joes Shops at Bi-Rite


Tone We believe the best way to achieve our objectives is by being honest, using sarcasm, pithy language and being straight to the point (“we have a good wine, make it yours”). Describing the bottle of wine to explain the difference from our products to the competitors.

Measure of Success Our message is a mirror of the target market lifestyle, so basically we understood our target market and we are going to focus all our advertising strategy based on their behavior and perspectives.

In order to know if we are going on the right direction and the communication we are developing is on the right track, we are going to do surveys with our target market (online) and and one-on-one interviews to understand the reactions to our advertisings and the expectations from it. Another important tool is to do observation at shops to understand how people buy wine and if we are applying the right strategy to reach our target market.

Executional guidelines and support For our executional guidelines and support, we are using government warnings mixed with our way to communicate to our customers by using humor, sarcasm (parody = reflect the key consumer benefit), execution that defines the personality and overall our style.

The Government warnings will contain the following messages: • Pregnant woman should not drink alcoholic beverages due to the risk of birth defects; • Consumption of alcoholic beverages impairs your ability to drive a car. • We are also going to communicate that the consumption of alcoholic beverages by

people under 21 or selling it to them is illegal.