Underwood Nouveau

The Nou You.

Nouveau wine is such a big deal in France that they made it a national holiday, Nouveau Day. American consumers may not be aware of Nouveau wine, and they probably won't expect to see sediment in their glass. So Underwood Wine wanted to get them prepared for the unique experience that makes Nouveau wines so special.

Underwood asked us to concept and build a campaign that would be true their irreverent style of winemaking. Our approach was to introduce a sense of joy and celebration and invite consumers to celebrate their way, not matter how weird it may be. And the weirder, the better. We invited them to “Celebrate You with the new Nou."

For this focused initiative, we chose stock photography suggesting the different ways people could celebrate Nouveau Day, and prompting them to create their own traditions.

Once the concept was solidified, we then built out all the assets for a targeted digital campaign and rolled it out to the market. Consumers responded, engaging with the idea, and ultimately selling out the entire run of Nouveau within the first week of release.