It’s really too bad that more wineries aren’t doing this sort of marketing. The microsite “Flirt With It” allows you to send an e-card to a friend. The e-cards are sort of witty and fun including one that says “Congratulations on your baby, Please don’t make me hold it”.
This campaign is effective on a couple of different levels. Firstly, it connects with a younger demographic, something that a lot of Wineries shy away from. They like to be distinguished and classy, by appearing stuffy… But stuffy isn’t $12 a bottle.
The other thing I thought this campaign did really well is address the multi-grape blend. This wine (appropriately named Menage a Trois) is actually a combination of three different grapes, which a lot of wine drinkers snub their noses at.
So good for you Folie & Deux for managing to be hip, witty, and edgy all at once.
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