Great Wines, Great Times

Challenge

Alpaca is a Chilean brand that has performed well in Japan, without having ever launched a campaign. To create brand awareness in other parts of Asia, they asked DAf to build a campaign aimed at young consumers who seek good flavor and enjoyment, but who previously may have associated wine only with special occasions.

Brand Campaign

DAf created brand videos, key visuals and a series of shorts that educate consumers about practicalities of the wine (how to open it, how to store it) and how to enjoy it as part of a cocktail, including specific recipes.

Brand Video

Alpaca’s brand video is fun and casual, showing instances of a young woman closing her laptop and opening the door to find her boyfriend has arrived with takeout and Alpaca wine. Later in the evening, they receive a message from friends and go out to meet them and all enjoy a glass of wine together.

Photography

We took a series of photos showing a woman and couples enjoying Alpaca wine in a relaxed atmosphere, with clean lines, blond wood and a bowl of ramen, in keeping with their “Great Wines Great Times” tagline.

Key Visuals

Each of the six key visuals we developed represents a different wine (Chardonnay, Merlot, Carmenère, Cabernet Sauvignon, a Brut sparkling wine and Sauvignon Blanc) showing a scene of a group of friends or a couple through a different-colored-overlay, with a cutout of the brand’s alpaca revealing them in true tones. The friendly, faithful alpaca becomes the frame for this wine-related content.

Cocktail Videos

These shorts show serving ideas for the wine beyond just enjoying a glass. They show consumers how to use them to make Alpaca-based cocktails with added elements such as, juice, fruit and fruity liqueurs, with names such as bubbles, cherry, cooler, fresh, glam and juicy.