challenge 

Make Meiomi's it factor -- its tri-appellated blend* -- seem cool, not pretentious.  

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insight

Meiomi is “Pinot Noir for Cabernet-drinkers” a wine for those don’t want to talk about flowers and earth tones.

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strategy

Made like no other for a flavor like no other. ​

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idea

We used a graphic black and white aesthetic, with inky images, red overlays, and triptychs to highlight the distinctiveness of Meiomi's tri-appellated flavor story.

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results 

• #1 growth driver in total wine (3rd highest velocity) 

• Turned challenger brand into category leader, becoming the #1 wine in ultra-premium ($15+) category and the #3 wine in the high-end ($11) 

• Highest brand love in competitive set with Net Promoter Score of 61

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*Fancy wine speak for blending grapes from three different regions. Wine purists hate it, real people love it. 

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Fun Fact: I got to go on the shoot for this. See pictures below for proof. S/o to a great CD - Tony P.