Total Wine's May-to-September summer campaign captured both the anticipation and the now. The vibrant and distinct palate we established for each month and holidays, combined with hard-hitting savings messaging that was cohesive across all channels, set Total Wine up for a summer of sizzling sales.
I wanted to go bold and bright this summer after last years more subdued creative, so the process of collecting inspiration and the hunt for the perfect fonts began. We also came up with the idea of having a progression of color as summer moved on (cooler to hotter); changing which color was dominant but having similar threads of color regardless of month. We also needed to take into account our bi-annual Yellow tag event and how we could incorporate it into this new campaign.
According to the analytics team, sales went through the roof the first week the campaign launched with over 11 million in sales!
