OUR TASK
Take a brand with a solid product but bland personality and revitalize it just enough for new consumers to find it youthful and appealing, and for existing consumers to still recognize it yet perceive it as refreshed, re-energized and current.
Our Target
Wine drinkers in their 30’s and 40’s who are eager to discover and lock in their new “go-to” wine; one that, rather than just “good enough,” actually feels premium, delivers on quality and satisfies their desire to “level up” rather than settle.
The Insight
Our target is restless—in a good way. They’re intellectually curious. More than level up their wine, they want to keep exploring life. Rather than “peak” at a certain age, they feel life should never stop expanding, and find joy in forward momentum.
Creative Way In
Decoy isn’t wine for every moment; it’s wine for moments of becoming. For sparking ideas, marking transitions, energizing your momentum and broadcasting to the world that—rather than set in your ways—you’re open to what could be.
OLV & TV | Streaming & Broadcast
As the wine for “Pouring to What’s Possible,” Decoy also became the official wine sponsor of TV’s biggest night—the Emmy’s—premiering its brand spot on a night when possibilities manifest and new opportunities become realities.
OLV & Social | Product & Lifestyle Cutdowns
Product-centric
Lifestyle-centric
We also created two bite-size edits for online and social—one conveying product and taste appeal, the other lifestyle and vibes—and kept the “Pour to What’s Possible” story going with a wide range of social and digital tactics.
Animated and Static Digital Banners
CTV Pause Ad
Pinterest Carousel
Meta Carousel
Riding the line between aspirational yet approachable, reinvigorated yet recognizable, “Pour to What’s Possible” captured the spirit of Decoy and its target consumers: one that’s always welcoming what’s new and pursuing a future brimming with possibilities.
CREDITS:
Agency: Walton Isaacson
Partner: Aaron Walton
Head Of Production: Shauna Williams
Executive Creative Director: Ricardo Trejo
Creative Director / CW: Humberto Belli
Associate Creative Director / Art: Andrea Loza
Producer: Tina Riccio
Production Company: Stept
Director: Madison Lawlor