John Moeller

Winc: Branded Content

Work

Winc: Branded Content

Problem: Winc, the largest direct-to-consumer wine company in the US, had the potential to disrupt the wine space, but didn’t stand out from the crowd of subscription services and wine clubs. In addition to their e-commerce subscription service, they owned IP for over 50 unique wine brands they produced by hand. With so much going on, they struggled for what story they wanted to tell consumers.

Solution: Wine companies all do pretty much all the same thing: talk about how great they are. We decided to flip that, and make Winc a brand all about the people who drink the wine and what it does in their lives. I worked with Winc’s CMO to develop a brand platform around this idea, and to apply this mission – of making wine accessible and human, and reflecting how diverse people enjoy and explore Winc – to all brand communications from marketing to content. To bring Winc’s brand values to life, we created the tagline “Cheers, Delivered” and built an inviting, energetic, warm brand expression across digital and physical touch points. We created stories, brand partnerships, and activations that provided content for catalogs, marketing, social, email, and e-commerce. Each month we launched special projects and content that engaged their audience in direct conversation – such as #TBT, a wine brand curated from Winc’s members through Instagram, and showing up in their boxes a month later.

Results: Winc encouraged people to explore and enjoy, building a devoted audience who love the rich Winc experience. We established a rich brand world and platform for Winc to build on as a leading brand in the usually dry space of e-commerce wine.