by Andrew Gibbs on 04/01/2014 | 1 Minute Read
Croatian agency Señor teamed up to uniquely position and introduce their client's wine to a crowed Croatian wine market. They wanted to give the Matkovi? family a brand they could build using only the marketing tools of a family business. Using the concept of honesty, which best describes how the Matkovi? family approaches their business, they came up with Honest wines.
"It's not just a business. Our days are made of hundreds of beautiful and difficult moments that make us proud of the wines we created for all the honest, human moments you will experience drinking them. Without big words, colorful labels and shiny ads, to us, this is life - true devotion to making great wines. Maybe that is the reason Matkovi? wines have this strange power. They inspire some small, unspoken truths, that are, just like the wines, hard to share."
Challenge: Thousands of Croatian winemakers struggle for their audience. How do we uniquely position and introduce Matkovi? wines using only marketing tools of a family business?
Thinking: Matkovi? wines are produced with care using high quality grapes, they are fair-priced and undeceiving in communication. Honesty best describes the way Matkovi? family.
Solution: Honest wine. To complete the experience, famous Croatian chef Dragan Dragojlovi? - Gaga created six unique recipes that perfectly compliment each of the six wines: pinot noir, cabernet franc, chardonnay, frankovka, frankovka barrique and sylvaner.
Wrapping paper conceals the bottles... Once unwrapped bottles reveal small, unspoken truths on the labels (translated):
"Pinot noir made me tipsy so I told her I loved her and gave her the last bite of my steak." "We finished a bottle of cabernet franc. I hugged my old man. Maybe it's time I forgive him - he did the best he could." "My girlfriend is a bit shy, but when she drinks chardonnay, she does things that make me blush." "She leaves tomorrow. Still, I buried my face in her lap and wished the morning would never come. I blame sirocco and frankovka barrique." "Frankovka stain on my beige dress reminds me of you. While we were running towards your apartment, I wonder has it occurred to you that the glass didn't just happen to fall." "You said we can be friends. I took a sip of sylvaner and imagined what life would be like if we never met."
Agency: Señor Art Director / Designer: Miro ?avar, studio ?avarCreative Director / Copywriter: Vanja Blumenšajn, SeñorBranding Consultant: Iva Kaligari?, SeñorPhotographer: Mario Ku?eraProject Photos: Maja Danica Pe?ani?
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