BETTER WITH BOGLE
Division of Labor partnered with Bogle Wines to refresh the brand with a simple idea that made a widely distributed wine feel personal and memorable. The campaign helped Bogle reach new audiences while reinforcing its reputation as a high-quality, everyday wine that makes any moment a little better.
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.
We dug into what makes Bogle different: a family-run vineyard that refuses to take itself too seriously. They sell mostly in grocery stores at a price everyone can afford. 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.”
We also hit micro-targets, like fantasy football enthusiests. SiriusXM Fantasy sports let us build an audience with the most committed fantasy football players out there. And they like wine and they like value. And they just so happen to take the advice of Jeff Manns and Jeff Ratcliffe seriously.
Social celebrates the everyday, made better.
Photo credit: Photo by Muhammad-Taha Ibrahim
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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.