Fetzer needed a simple, straight forward, and highly premium outdoor billboard advertisement that would help to reposition its wines within the higher price range market. The strategy included a heavy focus on the quality of the wine and on Fetzer’s Californian heritage.
We wanted to generate a clear shift away from the rustic photography and artwork that Fetzer had been currently employing. It was important to leave this old look behind in order to effectively emphasize the brand’s premium Californian character and elevate its appeal amongst high-end, contemporary wine consumers.
We kept things simple and direct with the claim “The California Classic”, the use of fine, natural materials and organic, rich textures. We opted for a lighter color palette to highlight the golden details of the brand label and accentuate the sleek, minimal look of the design as a whole.
Millennial consumers in the USA, with a 60% bias towards women. The campaign would run in select USA cities, starting with Chicago and then expanding to others including Dallas and Miami.