Why we love this
Why we love this
For obvious reasons, we love a copy-heavy ad. And the first time we saw this ad, we both were massive fans of the fact that it didn't feel like a wine club at all. It wasn't that M&S-y voice of grapes and regions and terroir. Nor was it the Brewdog-ification approach of "We're not like other wine clubs". It just felt like a cool brand that was 100% sure of who it is. Straight in the swipe file!
Steal this for your brand
The obvious you can pinch from this is just how much you can stand out in your category by having a unique brand voice. But that's way too big a topic for this space. (DM us to get nerdy on brand voice.)
The more immediately useful thing you can nick is that they've very cleverly handled objections to trying their product in this ad. Beneath the charming, mate-to-mate tone and the smart specificity of the details (especially Sparkles the cat) there's an ad that's saying "we know you don't like reds, but you'll like this, trust us."
That on its own is huge. Because getting customers to try your product for the first time is huge. And saying "we know you're reluctant, but..." is much more likely to land than "hey, try our stuff". Really smart stuff.
(Plus, the storytelling format makes us experience something called narrative transportation AKA we *feel* the story rather than read it. Which makes it more effective. Again, really clever stuff.)
