Libby is a new “better-for-you” bubbled wine that challenges the traditional conventions of the wine industry. Libby wanted to create a bold on-premise campaign that educated consumers on the new world wine and begin taking on national distribution.
Wines traditionally, because the requirements they need, have to set up their own line systems parallel to the tap beer line. As on-tap beer has been diminishing, lines for new products have opened up. This delivery system also addresses the age-old issue of on-premise accounts wasting product that goes bad after a day or so of being opened. Libby is manufactured and kegged so it can be placed within on-tap beer lines without any additional effort from accounts.
Having the constraints of a startup company, the goal was to create a concept that effectively could double as both a B2B and a B2C campaign with simple messaging structures to help educate our audience quickly. From that, a campaign was concepted, designed, and produced to show the Libby difference and prove that a low-alc, low calorie, perfect pour every time wine was where the category should head.
Breaking into the adult beverage channel is tough, especially wine. Overall, the category has been flat or declining the last 20 years, making it the toughest category within the industry to enter. Libby Wine was looking to innovate and challenge tradition by providing a carbonated option at lower calories and ABV that can be served on tap. The goals were to educate on-premise accounts and potential consumers on this new brand, and align it with their lifestyle/business in order to gain traction nationally.
Illustration
Social Media Posts
Campaign Touchpoints
Creative Director & Designer: Tanya Jacobson
Lead Designer: Nouchi Yang
Copywriting: Ryan Inda