Previously positioned as the wine for those who lived life on the edge, Gnarly Head wanted to elevate what was purely a lifestyle brand. However, they still wanted to connect with their core consumers who lived life boldly and, well, had the scars to prove it.
D/C created a print and radio campaign highlighting the new tagline: Old vines make bold wines. In the print executions, we subtly hinted at the adventurous lifestyle that our consumers enjoy, as articulated in the headline: Bold. Sophisticated. With a hint of Gnarly. By doing this, we deftly connected the lifestyle story to the wines’ unique style — in this case, a bold Zinfandel made from the grapes of old vines.