When we began working with Apothic, their Red varietal was the basis for their business. Apothic Red was a cult favorite with millennials, but to launch more wines we needed to spread the word without making its fans feel like the brand was “selling out.”
So we freed the brand from thinking they needed to follow traditional wine marketing. Using bold language, interactive experiences and shareable content we created a brand that defied convention and felt like a subversive wine for “anti-snobs.”
Liberation Idea: Embrace the mystery of life (and wine)
We partnered with Shazam to create an augmented reality experience that allowed fans to tour the Apothic Cellar, a mysterious place where they could find wine cocktail recipes, Apothic-inspired playlists and more.
