Bogle Vineyards Brand Campaign: “Better With Bogle”
The Challenge
Bogle Vineyards is an established family-owned wine brand with deep roots in the Central Coast, but it competes in a category dominated by big brands with massive media budgets. The wines are high quality and beloved by loyal drinkers, But Bogle needed a way to raise awareness beyond existing consumers, increase trial among younger wine buyers and get the name top-of-mind for people standing in that wine aisle.
The brief wasn’t to sell flavor notes or awards. (Enough of that!) It was to make Bogle feel essential, approachable, and part of people’s everyday lives.
The Strategy
Instead of leaning on classic wine tropes (terroir, oak, legacy), we focused the work on plain-old human enjoyment and the un-incredible moments that make wine social, shared, and memorable. The strategy reframed wine not as luxury, but as life’s everyday amplifier.
No elitism. No vineyard shots. No tasting jargon. The brand is an invitation, not an aspiration; a creative angle that resonates with both longtime fans and curious first-time buyers.
Bogle makes great wine that only costs about $10 bucks a bottle. What they didn’t have was a story that people could connect with emotionally — something bigger than tasting notes or bottle shots on a table.
Creative Platform
“Better With Bogle.”
A simple positioning line that reframes the act of drinking wine as inherently social. And since the wines are about $10 bucks a bottle, everyday moments are Bogle moments. This a pretension-free wine. So we built a campaign around all the little, regular, everyday moments - good and bad - that are made better with a glass of wine. Everything is “Better with Bogle.”
Execution
Streaming TV
A targeted Hulu TV buy was the largest awareness driver with two different commercials running across a variety of programming for about three months. Scenes showed things like Binge watching is better with Bogle, Random Tuesday are better with Bogle, even neighbors who drop by unannounced are better with Bogle,
Digital + Social
Targeted digital and social campaigns amplified the TV messaging to reinforce the candid, everyday messaging.
Fantasy Football Radio
We also hit micro-targets, like fantasy football enthusiasts with a sponsorship of SiriusXM Fantasy sports radio. Fantasy fanatics take the advice of guys like Jeff Manns and Jeff Ratcliffe seriously everyday. And Jeff and Jeff love Bogle wines, so the partnership was honest and incredibly effective.
Results
The campaign strengthened Bogle’s presence in competitive wine markets and resonated with both loyal drinkers and new audiences. Notable outcomes included, increased brand searches, strong sales numbers and huge support and praise from the sales team. Not to mention increasing budgets from the Bogle Family,
Why It Worked
Wine is social. Stories are social. By focusing not on the wine itself, but on what wine means in shared moments the campaign made Bogle feel like part of life’s natural soundtrack.
People don’t drink wine alone. They drink wine with others. And that made the idea resonate. Also, “Better with Bogle” is just a damn good tagline.
About Division of Labor
Division of Labor is a San Francisco advertising agency specializing in brand and launch campaigns for established and emerging companies alike.
We help brands:
define clear, human narratives
break through competitive categories
align creative execution with real-world audiences
Whether you’re a startup or a storied family business like Bogle Vineyards who just so happens to think like a startup, we position your work to be culturally relevant and unignorable, not just product-driven.
Photo credit: Photo by Muhammad-Taha Ibrahim
Campaign Overview
Bogle Vineyards partnered with Division of Labor to launch the “Better With Bogle” brand campaign, reframing wine as part of shared human experience. The work used streaming TV, digital, retail touchpoints and SiriusXM Radio to increase awareness, strengthen perception, and invite both loyal and new audiences into the brand story.
WANNA KNOW MORE?
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Wine purchases are never made in a vacuum. But too many wine brands create advertising campaigns as if they were. Sure, if you’re the only wine being considered, maybe your beautiful vineyard imagery or your luscious grape vine scenes are going to trigger something emotional in a person. But that’s not how it works.
Division of Labor is one of the top advertising agencies in San Francisco and we’ve been fortunate to work on a lot of different wine brands. And we know from experience that almost every vineyard on the planet is located in a beautiful setting and all the grapes grow on vines. And yes, they all have caring wine makers inspecting the crop. And they all have glorious barrel rooms where people taste the wines. None of that will differentiate your brand from the others. When thinking about creating an advertising campaign for a wine, remember this:
Up to 80% of wine purchase decisions are made at the shelf.
According to Nielsen, 50% to 80% of wine purchase decisions are made at the shelf. That means three things will affect the purchase decision: your wine label, name, and brand recall. In most cases, the wine label is kinda set in stone and you rarely get to name and launch a wine from scratch. That leaves brand recall.
Brand recall is the one area that has a tremendous influence on the wine purchase. The advertising and brand marketing messages you create, therefore need to be unique, memorable and ownable. We’ve all been there, standing in the wine aisle staring at what seems like thousands of wine labels. When one of them catches your attention, you instinctively try to figure out why. Have I had this? Have I heard of this? Did I drink too much of this one night and act like a knucklehead?
This is the moment you better have a sticky, simple message.
Division of Labor is an advertising agency in San Francisco that knows from experience the power of a simple message. For Bogle, we created the campaign theme, “Better with Bogle.” Anything is better with Bogle Wine. Random Tuesdays are better with Bogle. Visiting in-laws are better with Bogle. Tantrumming kids are better with Bogle. Nights out that devolve into political debates are better, DJs who play only 80’s synth music are better, overly sharing neighbors are better. etc.
Better with Bogle is a simple hook.
But having a campaign platform you can personalize to specific subcategories allows the consumer to take ownership and have a wine that is for them. Like, we didn’t just say, “sporting events” are better with Bogle, we said “Fantasy Football is better with Bogle” and we sponsored the Fantasy Football Channel on SiriusXM. So when that person is standing in that aisle, overwhelmed by choice, and they see the Bogle label, they remember something unique about this brand that no other brand has said to them.
Division of Labor has been the ad agency for Bogle Vineyards since 2021. But Division of Labor also works with startups, B2B brands and healthcare companies.