THE TASK
Create buzz amongst wine drinkers by leveraging the growing popularity of Rose. With Spring quickly approaching - the brand wanted to land the message - this is home to the nation’s best selection.
THE IDEA
Showcase the beautiful varietal like never before. Visually disruptive - stoping consumers in their tracks and inspire exploration. A different approach to product photography was taken - turning away the product labels to allow light to shine through.
THE RESULTS
A tremendous spike of Rose sales that eclipsed that of the previous year by leaps and bounds. This spike in sales lasted through the end of summer. Needless to say, the creative had everyone thinking and drinking pink.