ABC Fine Wine & Spirits
It’s beginning to look a lot like…how we fulfilled the holiday wishlist of an iconic, regional brand by delivering a robust, multi-channel, showstopper that made consumer spirits (and brand awareness and sales) extra bright.
Services
Campaign Conceptualization, Digital Advertising, Email Campaign, Press Release, Video Conceptualization
The Backstory
Ho, ho ho, more like ha ha ha! At least that was the reason ABC Fine Wine & Spirits came down our chimney. This notable brand googled “funny agency” (yes, Obedient is the #1 result because we are the #1 at funny) because they knew their 2022 holiday campaign needed to really make a splash…and their team was much better at wine than wit. So we took the reins of the full-scale holiday campaign (and Santa’s sleigh, as it were) and created a differentiated, delightful consumer experience (from digital ads to email promotions to video conceptualization to a rhyming press release, and more) that grabbed the attention of holiday shoppers and reminded them just how good-spirited ABC is.
Campaign Conceptualization
With over 150+ locations across Florida, a family-owned legacy, and an elevated selection at affordable prices…ABC should be the no-brainer, go-to for their target audience. But there was one problem: with all of those (jingle)bells and whistles, the average consumer was mistaking expansive for expensive. Enter: our “Champagne Taste on an Eggnog Budget” campaign. The magic here is taking the classic saying, “Champagne taste on a beer budget,” and infusing it with relatable holiday pop culture references so that it both endears the consumer, and communicates the core message of ‘affordable excellence.’ The tagline for this campaign is like the cherry on top of the fruitcake: Get more for your merrier at ABC Fine Wine & Spirits.
Advertising Campaigns
For the 5-part, core campaign, “Champagne Taste on an Eggnog Budget”, we brought it to life by incorporating iconic holiday references from the zeitgeist—both in the copy and in the design. We leveraged National Lampoon’s Christmas Vacation, white elephant gift exchanges, The 12 Days of Christmas, and Home Alone details into the campaign to communicate this wonderful juxtaposition and invite consumers to jingle ball out on a budget by choosing ABC.
Champagne Taste On an Eggnog Budget
Festive Family Fails
Email Campaign
We were tasked with bringing good tidings of (southern) comfort and joy to ABC’s loyalty members during Thanksgiving and Christmas. And hark! Obedient emails are notoriously opened at rates that would make even the wisest men swoon. Every email was tied to a specific digital ad, so from the surprising (yet informative) subject lines to the engaging and succinct body copy to the clear, clever promotional language to the enticing calls to action, each one acted as a thematic, exciting extension of the campaign. This strategy ensures that once consumers open these email presents, they read them and take action.
Press Release
We simply refuse to let our clients send out boring, expected, unengaging press releases and ABC was no exception. In order to increase the chances that recipients read, share, and write about ABC’s holiday campaign, we concocted an attention-grabbing press release structure: a riff on the famous holiday poem, A Visit from St. Nicholas by Clement Clarke Moore (‘twas the night before Christmas, anyone?!) While the classic, nostalgia-inducing poem tells the story of a family on the night before Christmas being visited by Santa, ours tells the story of ABC crafting their holiday campaign in order to gift it to the world. This comedic, rhyming story takes the reader on a fun journey through ABC value props and culminates in a colorful description of the campaign. As a final nod, we included a fun epilogue addressing the press themselves thanking them for reading and sharing the unique press release.
