How do you launch a wine that’s meant to party, in a global pandemic? That question became the center point of the Folonari rebrand when the original content shoot was indefinitely canceled in March of 2020. With some quick pivots, savvy production maneuvers and stick-on fake nails, new content concepts were captured that would help launch the established wine brand to the “going out” consumers who were forced to stay in.
Agency: The Media Grind
Client: Folonari Wines
Role: ACD
Additional: Design + Motion + Illustration
CW: Rita Kokshanian
Photographer: Mike Schneier
Brand World
To reach these new, younger consumers and carve out a space for Folonari as the go-to Pinot Grigio among the in-the-know, style-forward, young millennial/Gen Z target, we created new brand world and translated existing design guidelines to debut Folonari’s fresh look and launch their new canned wines.
Mood Board
Photography Library
Social First Programming
With the pivot to more pandemic friendly activities, the content strategy became focused around having fun at home and outside while looking good doing it. Social first programming including giveaways with on-trend partners helped to build the community from scratch and excite the new audience.
Influencer Campaign
Folonari’s new, young, and fun brand world came to life through an influencer campaign with top-tier talent in key markets. Careful consideration was given to select each influencer to align with the brand’s goals, values and aesthetic presence. With creative oversight and direction, influencers created imagery to highlight the drinking occasion. The content was then repurposed on brand owned channels with hand-drawn illustrations to drive to Drizly for Pinot Grigio bottle sales. The program received 9.2 million projected impressions on influencer channels, and an $8 CPM.
