With a new focus on casual wine enthusiasts, primarily made up of women, the maker of a wine preservation opener is launching its first national TV campaign.
The :60 and 1:20 spots will air through Father’s Day on national cable and satellite broadcast networks, selected to reach a growing consumer target for Coravin. Until recently, the brand primarily focused marketing activities on passionate wine connoisseurs.
The opener is inserted via a needle through the wine bottle’s cork, allowing the wine to be accessed by pressing a trigger. When the opener is removed, the cork reseals naturally, preserving the contents for “weeks, months or even years,” the company says.
The Burlington, Mass.-based company says the campaign, developed by Mercury Media and SincBox, is a response to its extensive consumer research. It demonstrates the product (see below) in real-life settings, showing wine lovers how they can access wine without ever opening the bottle.
The media schedule for the new commercial was developed to reach the “casual enthusiast,” airing on networks such as Bravo TV, Food Network, Fox News, Hallmark Channel, Hallmark Movie, Lifetime Movie, Women’s Entertainment Television, Crime and Investigation Channel, Smithsonian Channel, SundanceTV, and Universal Channel.
Coravin designs and markets the Coravin Wine Preservation Opener for wine enthusiasts, restaurants, wine stores and wineries.