Oberon Napa Valley Wines

Assisted Brand Management in creating launch kits and a storytelling video.

The Challenges:  Raise awareness and preference for Oberon among distributor partners by getting them to feel something positive about Oberon wines.  An additional challenge:  Oberon lacks a physical presence/tasting room. How do you tell a brand story to distributors, those guys who think a good Napa Cabernet are ubiquitous? 

The Solutions:  Projects entailed full brand immersion. Create a personal and emotional connection to the personal embodiment of the wine:  the winemaker. The narrative and tension derived from growing up in the Napa Valley and its changes over 50 years – all of that poured into Oberon.   

Worked with keepers of the brand to understand and distill the positioning, target market, three tiered distribution system, point of difference, frame of reference and competitive landscape. Met with key brand stakeholders, and with the target demographic in mind, we crafted creative briefs for the communications.

Storytelling video.  Learning from the inside out, we started with the problem we needed to solve:  what makes us unique and how might we strike an emotional chord.  What does our customer want and how can we impart a little bit of the rational and still pull at the heart strings just a little?  Find a way to create a narrative, with honesty, earnestness, and integrity.

  • Wrote script treatments, and developed selected treatment to tell the story of Oberon through the human embodiment of the brand; its’ winemaker, Tony Coltrin.  Involved narrative/story creation, working with director/cinematographer.  Project management, filming, editing, production and post production.

Additionally we created a casual dining launch kit/shipper introducing Oberon as a new wine by the bottle at all 200+ P.F. Chang Restaurants across the country.  Launch spoke directly to Chang’s GMs and wait staff, with a custom shipper, including tasting notes, wines, all communicating brand values. 

Sourced shippers, designed communication elements, wrote copy, assisted with graphic direction through final execution, sourced supplies, managed vendors and delivered final project through execution. 

Piper SONOMA SPARKLING WINES

Telling the story of Piper Sonoma.

The Challenge:  The venerable brand had been neglected by previous owners.  Now with Folio Wines’ new Brand team, Piper has got a new lease on life; new packaging, and excitement for the brands future.  We got the opportunity to dig in to Piper’s rich heritage, to look at what makes it so special and tell Piper’s story.  An additional challenge:  Piper lacks a physical presence (winery/tasting room) and Piper is produced at a custom wine facility along with other sparkling wines.

 The Solution:  Full brand immersion and brand review working closely with brand stakeholders Brand Management, PR and the Winemaker Keith Hawke.   Our research took us back to 1980’s when the French established a foothold in Sonoma.  We unearthed hundreds of years of French Champagne roots. 

hands pouring piper sonoma

 ·        Distilled the brand positioning, target market, point of difference, frame of preference and competitive landscape. 

·        Created a creative communication brief.

·        Ideated several story-lines and upon selection wrote the final script. 

·        Assisted in negotiating and securing our talent, the effervescent Monique Sultani of WineO TV. 

·        Tailored our narrative to the interview style.  Involved narrative/story creation, working with director/cinematographer. 

·        Project management, filming, editing, and post production.