I worked with an Italian wine company to realign their signature brand.
I collaborated with agency Grow Creative on this account. Riunite is Italy’s largest wine export. The brand is known for its inexpensive Lambrusco wines and memorable ‘70s jingle.
The brief requested a fresh, youthful approach in an effort to introduce “your grandparents’ wine” to a new generation.
FLAVOR:
fresh, playful, bubbly
The client sought to reboot the brand without sacrificing the sense of humor that defines Riunite campaigns. The new print and web campaign needed to match the wine’s own profile: unpretentious, lighthearted, versatile. The copy for this campaign aimed to appeal to younger wine drinkers, who were unfamiliar with the product.
MEAT
The Power of Positive Drinking! My concept riffed on positive thinking: taking cliché affirmations and rebooting them with Riunite. Millennials are steeped in aspirational culture. On social media, at Crossfit, at work or on your favorite self-care podcast—mantras for better living are embedded in every aspect of modern American life. This campaign took well-known sayings and re-spun them in a cheeky way. Paired with images of people having fun and enjoying Riunite in everyday settings, the tweaked text sent a deeper message: something old can be new again.
JUICE
I wrote up “wise sayings” to be used flexibly in web and print formats—with and without images—from billboards to Twitter. Working as interchangeable slogans for the brand, each saying is a new take on a familiar motivational nugget. For example:
· When life hands you lemons, make sangria.
· See the world through rosé-colored glasses.
· Dance like everyone's watching.
· If your glass is half empty, fill it.
· Never put off for tomorrow what you can drink today.