South Korea – Alpaca

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.
Client
Alpaca
Capabilities
Brand Campaign

Brand Video

Key Visuals

Cocktail Videos
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Solution

We developed a strategic campaign that showed Alpaca wine in key everyday moments, working at a global level and specifically for Korean and/or Asian audiences for whom drinking wine at home may be a new experience. Further online and social media content was based around cocktail recipes and wine education, showing consumers all the great ways that they can enjoy Alpaca wine as an everyday wine. The brand communication is positive, friendly and accessible.

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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.
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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.

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.
Key Visual
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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.
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Great Wine, Great Times.