Breathing Life into Tradition

With a limited release Wicked Red wine inspired by Day of the Dead (Dia De Los Muertos), Hob Nob Wines sought to capture the attention of Millennials, a demographic often elusive to traditional wine marketing. The challenge was dual: Introduce a wine aligned with a cultural celebration while resonating with a younger, more diverse audience.

We envisioned the "Get Wicked" scene, placing HobNob Wine at the epicenter of a contemporary Dia De Los Muertos celebration. Utilizing vibrant photography, we captured Millennials indulging in the wine, complemented by enticing food, Day of the Dead face paint, and an ambiance reminiscent of the traditional celebration. Beyond mere promotion, the campaign pivoted to an experiential approach, offering Millennials an authentic guide to hosting their own celebration, complete with makeup tips, food recipes tailored to the wine, music suggestions, and decoration ideas.

The "Get Wicked" campaign transformed from a product promotion to a cultural immersion. Digital touchpoints, including social media, advertising, and a dedicated landing page, became platforms for storytelling, community engagement, and brand awareness. Each element of the campaign was meticulously crafted to not only showcase the Wicked Red wine but to immerse the audience in the spirit of Dia De Los Muertos.

The campaign struck a chord with the target demographic. Hob Nob's Wicked Red wine transitioned from a mere product to a centerpiece of celebration. The fusion of tradition with contemporary marketing techniques resulted in heightened brand awareness, community growth, and retailer enthusiasm. The campaign's success lay in its ability to resonate authentically, bridging cultural reverence with modern-day revelry, and positioning Hob Nob Wines as a brand attuned to both tradition and innovation.

• Campaign Strategy & Ideation

• Photography

• Digital & Social Activation

• Content Creation & Curation

• Audience Engagement & Analytics

• Retailer Engagement

• Event Management & Logistics

• Community Growth

• PR & Brand Amplification