DARK HORSE WINES
"May We Be So Bold"
This was a national brand launch for a wine that had been the single best selling wine in Trader Joe's for three consecutive years. The brand's self-stated mission is to craft "bold wines that deliver the unexpected."
Because of that and because it had received its loyal customers' allegiance by pretty much only word of mouth, we felt it was necessary to keep its grass roots vibe alive. Rather than classic push marketing using television, print, OOH or even traditional social and digital tactics, we wanted to enable consumers to feel as if they "discovered" the wine on their own. We partnered with sites and celebrities to get word out in organic, unexpected ways. The result? You'll see for yourself the next time you walk into any wine shop and find Dark Horse.
"May We Be So Bold"
This was a national brand launch for a wine that had been the single best selling wine in Trader Joe's for three consecutive years. The brand's self-stated mission is to craft "bold wines that deliver the unexpected."
Because of that and because it had received its loyal customers' allegiance by pretty much only word of mouth, we felt it was necessary to keep its grass roots vibe alive. Rather than classic push marketing using television, print, OOH or even traditional social and digital tactics, we wanted to enable consumers to feel as if they "discovered" the wine on their own. We partnered with sites and celebrities to get word out in organic, unexpected ways. The result? You'll see for yourself the next time you walk into any wine shop and find Dark Horse.
