The wine category was experiencing decline among 18–35-year-olds. Although the audience are passionate about alcohol brands, the top ten most loved and recognised were all spirits or beer brands. Wine simply didn’t speak to this younger demographic.
The aim for Cono Sur was to break through the noise and welcome a younger, more sustainably minded generation of drinkers into their beloved brand.
Consumer research helped us understand the overarching landscape of the wine category from the perspective of 18-35-year-olds. From time-consuming corks to stuffy cheese pairings, our audience told us that wine completely lost touch with younger adults and their values.
We saw an opportunity to engage younger consumers who were neglecting the wine aisles with a fun, contemporary brand that would speak to younger wine rejectors in their language, both visually and verbally.
Our campaign stemmed from the proposition of ‘Putting a cork into conventionality and unscrewing the joy’.
With this we injected colour and energy into the wine category, appealing to a younger demographic. Bold and disruptive with a playful tonality, our broader creative stood out amongst a blur of tradition. Our leading headline, “Sip Just Got Real”, playfully highlighted JOY’s commitment to defying category norms, communicating our pioneering position within the market. Pastel hues of yellow and pink shone bright amid the sea of sameness and aided in breaking through the predictable nature of the category.
£100k
MEDIA WIN
Top 1o
white wine
during the
launch period
21%
bought the
product plus
their usual wine
48%
were new to the
category
altogether
67
million
impressions
