APOTHIC
OPPORTUNITY
Apothic, once a breakthrough best-selling red blend, had lost focus and marketshare. Core consumers were drifting, competitors were crowding the shelf, and awareness was slipping.
The brand needed a bold, ownable campaign that reintroduced the brand to core consumers, owned the at-home occasion, reignited attention, and reclaimed its space as the category leader.
IDEA
Apothic had the perfect symbol of recognition hiding in plain sight.
The A.
The best mark you can get.
We stripped away traditional wine advertising tropes and put the product at the center of a simple idea, using the Apothic bottle as the letter A in our headlines and created a tagline that spoke to the wine and the consumer and gave them a reason to open the bottle: You Deserve an A.
ADS
We brought the campaign to life across product attributes, consumer moments and the occasional humble brag, finding new reasons to say: You Deserve an A.
We created advertising that doesn’t look or sound like traditional wine advertising. No marketing speak. No wine jargon. Just simple, confident language that sounds like the people we’re talking to.
Once Apothic could hand out A’s, the campaign became more than advertising. It became a platform that could show up across culture, retail and the moments our consumers cared about. Halloween gave us the perfect place to prove it.
HALLOWEEN
Instead of making another Halloween campaign, we partnered with someone whose Halloween transformations are legendary.
Heidi Klum.
If anyone earns an A for Halloween, it’s Heidi.
We built the campaign around her famously committed approach to the season, spanning branded content, social, digital, paid media, PR, retail and Heidiween itself. In the lead-up to Halloween, Heidi teased her transformation through videos, GIFs and costume clues across her channels and Apothic’s, giving fans plenty to speculate about.
At Walmart, a sweepstakes for a Heidi Klum-curated Apothic Halloween Hosting Box extended the idea from screen to shelf.
We go behind the scenes as Heidi gets ready, reveal the costume and capture her enjoying Apothic before heading to the party. Then it all comes together at the Heidiween party, with onsite activations and individual branded blood bags filled with Apothic wine, putting the brand right in the middle of one of Halloween’s biggest cultural moments.
