14 Hands Winery (Ste. Michelle Wine Estates) launched of a new canned wine line, unveiling the new product through a tongue-in-cheek ad campaign, “Grab a Wineski” which spoofs iconic beer ads, highlighting 14 Hands canned wine as a perfect alternative for any and all casual moments.
Three digital spots feature people enjoying the canned Rosé Pinot Grigio, Bubbles, and Red Blend in the same ways people typically enjoy beer.
- The title “Wineski” spot shows two couples sipping and FaceTiming on their couches, swapping out the classic “Wazzup” line with “Wineskiiii.”
- “River” (:30, :15) plays on the classic trope of man versus nature, showing a woman fishing for a wineski before drawing the attention of a curious grizzly bear.
- Finally, “New Beach” draws on the iconic image of a couple sharing beers on the beach, but ushers in the fact that, unlike some bottled beers, 14 Hands canned wine doesn’t require the struggle of a bottle opener.
Spoofing some of beers’ most familiar ads, 14 Hands Wine in a can doesn’t fight against beer; it simply pulls up a cheeky barstool to the bar.
“Wine tends to get associated with fancier situational events. With the launch of 14 Hands’ new canned wine, we really wanted to shift perceptions around where and when we can enjoy wine and show that, anywhere you would have a cold ‘brewski,’ you can also have an ice cold ‘wineski’,” said Mike Hayward, Executive Creative Director at Copacino+Fujikado, which produced the ads..
Ste. Michelle Wine Estates chose Copacino+Fujikado as its agency of record in 2015, and the “Grab a Wineski” campaign marks the most recent effort from the agency. The initiative encompasses brand support across the Ste. Michelle portfolio, including work for Chateau Ste. Michelle, Columbia Crest, INTRINSIC Wine Co., and Erath Winery, among others.
The spots will run on digital nationally, appearing on YouTube, Pandora, and social, to name a few platforms. Influencer elements will also support the campaign along with over 25 unique social assets.