the situation  

We needed to make Meiomi's it factor - its tri-appellated blend - feel cool, not pretentious.

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the insight 

Tri-appellation means Meiomi blends grapes from three different regions - a move wine purists scoff at but real people love because it creates a flavor that’s richer, bolder, and unlike anything else out there.​​​

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the strategy

Prove how Meiomi is made like no other for a flavor like no other. ​

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the idea 

We launched “Flavor Forward” - a campaign with bold black-and-white graphics, inky imagery, and red overlays to spotlight Meiomi’s unique tri-appellated flavor story.

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the 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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Fun Fact: I was lucky enough to be on set for this shoot. Scroll down for proof. S/o to a great GCD - Tony P.