problem 

Meiomi had distinct taste but lacked a distinct POV. 

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challenge  

Make its "it factor" cool - its tri-appellated taste* that made it flavorful to consumers yet ~edgy~ to wine purists.

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insight

Breaking from tradition can lead to more flavorful outcomes. 

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strategy

Prove that Meiomi's taste is unrivaled because it subverts tradition. 

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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. 

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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.