Naked Grape wanted to focus on a younger female audience by repositioning their “unoaked” flavour profile as a fun and unfussy choice for wine newcomers.
I collaborated with a writer to create distinct personas for each grape featured on their product labels – Red and White. Their personalities echoed the fun-loving, web-savvy nature of the audience. A simple, straightforward look-and-feel allowed the products and content to shine.
Occasions and pop culture events drove regular Facebook updates that featured Red and White’s activities. Their vibrant personalities also made their way to social videos and TV spots.
“Go Unoaked” social video
“Perfect Pairing” TV and social video
“Hot Trend” TV and social video
Red and White were the perfect duo to present a red carpet contest leading up to the Toronto International Film Festival. The contest was promoted on Facebook and included festival-related commentary. It was hugely popular, attracting a number of entries that far surpassed the original estimate.
Evergreen brand content showcased varietal flavour attributes, new products and formats, Red and White’s social outings, seasonal celebrations and pop culture observations.
Legacy
Red and White’s antics proved increasingly popular and continued to be the primary focus of Naked Grape’s social efforts for years, continuing to appear regularly until as recently as 2017.