Flirt came to us a nameless, package-less, inexpensive red wine aiming to target women in a fun and interesting way.
But in order to challenge our bigger, better-known competitors we knew we had to take a convincing stand. Knowing that everyone has a different go-to in the world of wine, we decided to take on the competitor as it existed in the mind of the consumer.
Enter: “your other wine.”
By acknowledging that “your other wine” was the real competition, we were able remind shoppers it's sometimes fun to switch it up, while establishing ourselves as the seductive alternative to their “same-old same-old.”