Amato Wine Concept to Campaign:
Concepting - Story Telling
Part 1 is brand creation part 2 is social campaign
The people, the laughter, those moments of pause right before the photo clicks... It’s not the wine you'll remember...
With millennials as a target demographic, Amato prioritizes inorganic and organic
social as a key part of their branding. Amato Wine’s Instagram has very little to do with wine.
Its purpose is to create a feeling around each bottle. Check it out. ↓
Their paid social tells the story behind each bottle drop.
First drop is a bottle called Dinner with Friends. It’s an evening red designed to be served on a crisp summer night.
Dinner with Friends’ story below ↓
The Dinner with Friends paid social campaign begins on a warm summer night.
A millennial bikes to meet her friends from an upscale corner store, a bottle in her basket. She arrives at a cute cottage. Ocean breeze, warm nights, easy summer vibes. Santa Cruz meets Cape Cod.
She and her friends recreate the scene from the label.
They bring the food outside to eat, maybe one of them forgets forks and runs back to get them (natural, funny, real).
The camera zooms out to the Polariod from the Dinner with Friend’s bottle label.
The camera flashes to white like a camera flash, a memory.
A wine that creates memories.
In the last scene, the main character prints the polaroid out and sticks it to a wine bottle.
Black out, logo flashes, pause, “Dinner with Friends” is written on the bottom of the screen.
… and then?
If performance is high, keep adding bottle types. Create a wine pairing. Call it, “When the first bottle isn’t enough” and have the label continue the story from “Dinner with Friends.” Expand to more than just dinner: the perfect wine for family events, for cozying up with a book, a dessert wine, a picnic wine, etc. Play around with a higher price point, older demographic. Branch out of wine to compete with fizzers, hard alcohols. The options are endless.