Total Wine & More, after noticing customer engagement with a radio ad jingle, developed a comprehensive advertising campaign featuring it. The effort includes hiring the original artist for a music video and significantly increasing their ad spend to attract attention in a tough market. CMO Keith Colbourn noted they inadvertently tapped into a trend, investing between $5 million and $10 million in their most memorable campaign yet, coinciding with the rise of the sober curious lifestyle as consumers plan to consume less alcohol in 2025.
Total Wine & More capitalized on an unexpected jingle success, launching a major advertising campaign around it, significantly increasing their ad budget amid industry challenges.
CMO Keith Colbourn stated, 'We backed into our coolness,' acknowledging their timing aligned with trends without initially intending to.
The campaign's budget ranges from $5 million to $10 million for a single spot, signifying an unprecedented investment for Total Wine in its advertising history.
As the industry's facing challenges, the ad also coincides with a growing sober curious trend, impacting consumer behavior.
Collection
[
|
...
]