Problem: The low sugar wine category is crowded and FitVine was getting lost in the shuffle.
Brief: Create a new look and feel, tone of voice and actionable campaign that will excite a new audience and reinvigorate their current base.
Idea: Keep it Real, a 360 campaign that will span trade, social and TV. The wine industry is chock full of pretension and phoniness. So let’s eschew anything having to do with complicated tasting notes and high falutin’ language and imagery, and get back to the brand’s roots of straight talking, down-to-earth humor. For this campaign, we wanted people to feel OK with treating themselves to a glass even after the most mundane of accomplishments.
Role: concept, associate creative director