Local comedian Kurt Schoonraad pokes fun at the wine industry, notorious for taking itself too seriously, in a series of humorous videos labeled 'The Truth About Wine'. Created by AUGUST for Tall Horse wines to promote their unpretentious take on wine, the videos show Kurt as he weighs in on topics like 'terroir,' food pairing and adding ice to wine.
The Tall Horse belief that wine should be enjoyed, not learned, and never simply tolerated, is the basis for the concept. Tall Horse brand manager Theola Conyers expressed that it's important for them to position the brand differently to other wines through campaigns like this: "The industry has enough brands saying the same thing, using jargon that can intimidate potential wine drinkers. Tall Horse tells consumers that wine can simply be enjoyed without over thinking."
AUGUST created and produced the full clip then worked with Cape Town agency Lowe Bull to edit three additional teaser videos to generate additional awareness. The videos hit over 12,000 YouTube views in the first two weeks of release with over 680 000 Facebook newsfeed impressions, 400 shares and 800 extra likes added to the Tall Horse Facebook page.
It is a brave approach. Tall Horse are saying ya boo sucks to all the so called wine speak - which I can't say I have ever heard anybody use in advertising. But they have taken a position. I do like the Kurt Skoonraad execution - very funny.
It is a bit like trying to sell a car without telling anybody about the engineering, dynamics or fuel consumption. Tall Horse will sell plenty of wine. But will they stay the course? I think they will end up like Versus and a number of those unpretentious wines - safe, but not special. Maybe the mass volume market is the right place to be now. But I do think wine drinkers want to feel that they are drinking something special. Posted on 31 Oct 2012 08:11
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