Bonterra‘s digitally focused “Tastes Like Saving the Planet” campaign is a departure from traditional mass-media wine promotion, appealing directly to consumers looking to change the world through their purchases.
“Research indicates that consumers are more receptive when branded communications about sustainability- and climate-focused topics incorporate humor, and this inspired us to develop something unique,” said Rodrigo Maturana, vice president of marketing for Bonterra, of the campaign spots that gently poke fun at clichés associated with tasting wine. “The new campaign allows us to make meaningful connections with the many wine fans who care about the environment and also appreciate a lighthearted approach.”
Bonterra’s tongue-in-cheek video ads appear mostly on popular streaming platforms Hulu and YouTube along with a targeted mix of culinary-, entertainment- and wellness-tailored digital media networks. Against a backdrop of ever-greater online video viewership, Hulu recently clocked 48% growth in usage over the same period last year,1 while YouTube now accounts for 40% of all advertising-based video-on-demand watch time.2