How do you position and create ads for a brand in the wine category? A category that is mired in the sea of sameness and where ads can be rather stale or a bit boring, for that matter. You think and create in the opposite direction. Through our Qualitative Consumer Research we discovered that when a person sits down to have a glass of wine, it is their time to escape their day to day lives and to relax and imagine themselves being transported to a beautiful Napa Valley winery where only good things happen. Breaking through the crowded wine category clutter, we developed the Beringer Wine campaign that uses humor to bring the “Escape to Napa Valley” experience to the consumer.
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