It’s a rare thing when American clients adapt Canadian campaigns, but BOS won a January agency review that will see the existing creative strategy for Naked Grape wines exported southwards to sell the similarly branded Simply Naked.
Apparently, Nicole Glenn, marketing director, innovation at Constellation Brands, liked Naked Grape’s 2005 launch campaign (which has spawned a still-running campaign with the same strategy and has won a Cassie) and wanted a similar campaign for Simply Naked’s upcoming launch in the U.S.
It will appear in eight states and then go national by the end of June.
TV ads show animated grapes demonstrating audacity, confidence and other brand attributes–being an unoaked wine, the sell is that the product has to have the “confidence” to stand on its own natural flavours. The new American work is above. Below is the latest Canadian spot.
