From Discounts to Discovery
Transformed a recurring promotional event into a discovery-driven campaign that encouraged customers to explore with confidence.
While value remained an important part of the equation, customer research revealed that discovery was equally powerful in driving loyalty. Built around a Summer of Lovin' concept, the campaign leveraged the credibility of Total Wine's in-house experts to encourage customers to step outside their comfort zones and try something different. Large-scale photography, video and environmental design extended the story across retail and digital channels, helping proprietary brands feel more approachable while encouraging customers to discover new favorites.
Integrated Campaign • Art Direction • Retail Activation
Landing experience connecting expert picks to shoppable categories
BUILDING THE SYSTEM
