Brief:
The brief called for the contextualization of a well-established local or international brand within a South African framework. Our integrated campaign, covering four touchpoints in total, is for Flippenice Wine. Flippenice is local brand and although it is established, it is not very well-known. We wanted to target young couples, students and graduates with our campaign.
Overview Video:
The brand’s unique selling point is that it is affordable and great tasting; it is for those that enjoy honest wine to share with friends. Owing to its unique selling point, Flippenice holds its own within a wine market full of pretentious, expensive wines. We wanted to draw the distinction that Flippenice is an honest wine; it does not hide behind frilly copy or impressive label design to get its consumers. The wine, in fact, is so obviously different to these others that it exposes the stuck-op wine’s pretentiousness. From this, our message and concept were born.
We executed 3 print ads, 3 radio ads, a website and a direct mailer that all echoed our message and concept throughout, The common motif in our work was to first show pretentiousness, then expose it and, finally, uncover how overrated showing-off actually is. We chose the above touchpoints as we felt that Flippenice needed platforms that really expressed simplicity and what the brand is trying to say via adopting an “us vs. them” (Flippenice vs. pretentious wine brand) approach.
We executed 3 print ads, 3 radio ads, a website and a direct mailer that all echoed our message and concept throughout, The common motif in our work was to first show pretentiousness, then expose it and, finally, uncover how overrated showing-off actually is. We chose the above touchpoints as we felt that Flippenice needed platforms that really expressed simplicity and what the brand is trying to say via adopting an “us vs. them” (Flippenice vs. pretentious wine brand) approach.
Print:
Direct Mailer:
Website:
Thank You.
