Looking to take a savvier approach to your drinking? You can learn a thing or two from The Savvy Man, a new brand spokesperson for award-winning E & J Gallo Winery brand Black Box Wines played by Adam Scott, who stars in the critically acclaimed Apple + Series, Severance. as well as series such as Parks and Recreation and Big Little Lies.
In 2003, Black Box Wines redefined the wine category by becoming the first U.S. brand to offer premium, appellation-specific, vintage-dated boxed wines. Since then, its expanding repertoire has earned more than 100 gold medals in wine competitions nationwide, yet still costs 40% less than comparable bottled wines, making it the most awarded wine in the category. One elegant box equals four bottles of wine, plus it stays fresh for six weeks after opening.
“Since E&J Gallo’s acquisition of Black Box in 2021, the marketing team has been on a journey to renovate the product and the brand, not only to ensure that the wine continues to overdeliver and win awards and medals, but also to design a marketing communications strategy that truly resonates with the savvy Black Box consumer,” Adrienne Daniels, Senior Marketing Director at Black Box Wines.
The premium boxed wine brand has teamed up with independent creative agency Red Tettemer O’Connell + Partners (RTO+P) to debut a new campaign. Always at the ready, Black Box Wines offers award winning wines for 40% less – and we’re talking over 100 gold medals for excellence.
The debut spot, “Savvy Moves,” introduces The Savvy Man. Ensconced in a luxurious den, he slides down a library ladder to show off his large, premium collection of award-winning Black Box Wines, convincing drinkers to “come over to the savvy side.” Take a sip of the hilarity below:
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“We wanted to create a campaign to show regular wine drinkers how choosing Black Box Wines makes for the savviest choice,” said Steve Red, President and Co-Chief Creative Officer at RTO+P. “Adam struck us as the perfect spokesperson to deliver the message with a wink and a smile.”
The campaign will run nationally across OTT, including Roku, Disney+, and YouTube. A second spot, “Savvy Gathering,” will roll out in the coming weeks. This campaign marks RTO+P’s first for Black Box Wines since beginning work with E & J Gallo Winery last fall – and the debut of Black Box Wines’ first-ever brand spokesperson.
CREDITS:
CLIENT: E & J Gallo
AGENCY: RTO+P
- Co-Chief Creative Officers: Steve Red and Steve O’Connell
- Executive Creative Director: Todd Taylor
- Account Executive(s): Carla Mote and Susan Fortin Baraczek
- Photography Mad Active Productions
- EP: Michael McClellan
- Photographer: Ian Spainer
PRODUCTION COMPANY: brother
- Director: Ted Melfi
- Director of Photography: Danny Moder
- Executive Producer: Rich Carter
- Line Producer Magdalena Martinez
EDIT: RTO+P
- Editor: Chip Schofield
- Producer Hope Krosskove
MUSIC: Milkboy
MEDIA: UM
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