• by Larissa Faw , August 12, 2015

There are times when companies host formal reviews and then there are more serendipitous opportunities. Digital marketing agency TVGla landed new client Club W through proximity. When Club W was looking for help to build exposure for its online personalized wine club, they walked next door to the agency with a bottle of wine and a brief.

Now, the two companies are introducing a TV and online advertising campaign designed to raise Club W's brand awareness. 

“As a start-up we have to educate our target about the distinctive qualities of our offering,” explained Leslie Emmons Burthey, VP Marketing, Club W. “We work directly with wine makers to produce select limited editions of wines that put taste, sustainability and service first. We think this brand campaign conveys our uniqueness and gives our target consumer all the information needed to try us out.”

The "Decider" ad follows one confident woman as she shops and shows she knows exactly what she wants through a series of quick decision purchases until she arrives in the wine aisle, where making a decision becomes difficult. Then her life becomes easier once she learns about the Club W app. She is able to answer a few simple questions and Club W selects the right wine for her. Another shows a women on a rotating bed brag about her lifestyle and ends by introducing #WINEing, a social media hashtag that the effort is trying to launch as a viral meme.  

The ads can be seen here and here.

The campaign is aimed at women ages 25-34. Ads are national and will appear on Food Network, A&E and VH-1, among others. 

Last year, start-up Club W raised $9.5 million to grow its online wine subscription business. The company hopes to make wine more accessible and less snobby through its membership model that pairs wine based on consumer's preferences and provides home delivery. To entice new subscribers, the service sends out three bottles for $39.