By establishing a strong emotional connection with our audience through these characters, we have adopted a hyper-meta approach. We actively engage with viral moments on Twitter, follow Instagram trends, and leverage social media to promote the extraordinary world of Barefoot Wine. As a result, our campaign has resonated with consumers not only in Canada but also in the United Kingdom, Colombia, Peru, and Venezuela.
BRAND STRATEGY, CAMPAIGN CREATION,
CREATIVE PRODUCTION
Background
Whether we know it or not, we instantly link summer with cool, crisp, sweet, Barefoot Wine. So we focused our attention on a summer-first strategy and shifted most media dollars to that season. We then narrowed down on our true user and what she felt in her life. Caught somewhere between adolescent joie-de-vivre and adult responsibilities, our drinker has a job but still does laundry at her parents house. She wakes up for work at 9am but is still partying until 2am. She is dealing with the hilarious stresses that befall this group of people: not sure if they’re adults or still kids. This demographic is characterized by working professionals who still find humor in everyday challenges and are uncertain about their transition into adulthood.
The Challenge
Previously, Barefoot Wine lacked a distinct brand identity, resulting in a decline in brand equity and sales across various product lines. Our goal was to reverse this trend.
Work
To address this challenge, we redefined "Let's Get Barefoot" to represent embracing the quirky phase of life where adult responsibilities still bring amusement, despite the growing pressure to act like a responsible adult. We have created an immersive animated world filled with relatable cartoon characters facing real-life adulting issues. Instead of solely focusing on the wine, we have seamlessly integrated it into our hilarious and captivating animated stories, making it an integral part of our whimsical universe.
Impact
In its fourth season, the Barefoot Wine World has become synonymous with Canadian summers, captivating audiences with its key characters. Occasionally, these characters embark on exciting adventures, captivating audiences in other countries through their unique walks, hops, jumps, and slithers.