HEADLINE:
Alaska. Just another reason to search out the wines from
Napa Valley.

COPY:
There’s no place on earth like Napa Valley for growing wine grapes. A hefty claim that can be easily supported with scientific facts. Take Alaska. Thanks to the frigid California Current that travels down the coast from our 49th State, cool temperatures and fog waft into the valley every few days, creating a perfect climatic balance. The grapes couldn’t be happier with this arrangement. Nor could the people who drink the wine they make.

Napa Valley. To a wine grape, it’s Eden.

This execution was the result of intensive quantitative and qualitative research with trade representatives and consumers. Agreement was nearly unanimous that place mattered most in wine growing, and that Napa Valley’s perfect combination of climate, soils, and topography created an “Eden” like setting for grapes.

The creative strategy used geological and climatic data to support this message. The challenge was to relay these rather complex stories in an engaging way.

Client requested an “Absolut Vodka” approach that would allow for multiple executions. Twelve concepts were created for use in advertising, trade promotion, and collaterol. Four are shown here.