Naked Wines has unveiled its first-ever TV ad, which celebrates independent winemakers who have benefited from the brand’s investment via innovative crowdfunding campaigns.
The integrated marketing push from the online wine retailer is based around the ‘It’s time for better wine’ brand platform and will focus on an Australian husband-and-wife wine-making duo who have a long association with the British brand.
‘It’s time for better wine’s’ key messaging looks primarily to highlight Naked Wines’ continued investment in small, independent wine producers, securing their financial stability and allowing them to produce the best vintage possible.
The new spot will also acquaint the public with Naked Wines’ equitable pricing ideology, for both consumers and producers.
Naked Wines’ first foray into TV advertising marks an important next step for the brand, which has now amassed a UK customer base of over 350,000 in its 14 years as a business.
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“The biggest challenges independent winemakers face is access to capital, distribution and consumers – we handle all of this,” Naked Wines managing director James Crawford said.
“The Santolins made their home in the Yarra Valley, but it’s tough there for small, independent winemakers as big corporations buy up the area’s quality grapes.
“Crowdfunding by Naked’s Angel members in 2012 meant Adrian and Rebecca could pay growers upfront and get their hands on the best fruit possible to make their wines, which are sold exclusively by us. “
Naked Wines head of brand, Danielle Betts added: “We wanted to create a campaign which communicates how Naked’s crowdfunding model liberates our winemakers to make better wines.
“The new ad captures the freedom of expression and individuality that so many of our winemakers share.
“Our agency partners, Joint and Goodstuff, have produced stand out creative that really captures the essence of what we’re all about: creativity, passion, independence and accessibility.”
