PACIFIC RIM

Sales Video and Consumer Content: Strategy, Creative Direction, Concept, Copywriting, Script Writing, Set Direction

Pacific Rim is wine company known for their award-winning Semi-Sweet Riesling. They came to us looking to establish their brand as well as help launch their newest sweet wine, Pacific Rim Wicked Good Red.

The task: Establish brand positioning and promise. Create a small budget sales video for retailers looking to carry Pacific Rim and a consumer-facing toolkit that would promote both their Semi-Sweet Riesling and their new Wicked Good Red wine.

The insight: There is a sense of inherent shame around liking and preferring sweet wine as opposed to dry wine. Dry wine is the default in the industry, and is seen as mature, whereas sweet wine is often relegated to young, inexperienced drinkers.

The solution: Absolutely own being a sweet wine brand. Encourage sweet wine lovers to cast away shame and embrace their preference with passion and pride.

I created the term “Sweetology” to define both our masterful crafting of wine and our unapologetic love of sweet wine, defying stuffy, preconceived notions of what makes a wine good. We embraced freedom, relaxation, and an “up for anything” attitude, with a tongue-in-cheek tone that hits on all the RTBs while still being playful and interesting. After all, life is short, so let’s make it sweet.

Consumer Facing Ads

We created a series of consumer-facing ads specifically for the launch of Pacific Rim Wicked Good Red, based on our campaign style guide. Using only the video assets captured during the shoot, we capitalized on the Sweetology attitude as well as features like the twist-off cap and serving suggestions liking chilling the wine before drinking. Using dynamic animations and playful typography, we were able to take limited assets and give the client an arsenal of content to work with.