The Opportunity:
Fetzer has been crafting Gewürztraminer for over 25 years, but many consumers struggle with the varietal’s name. Most purchases rely on visual familiarity and associations with holiday meals like Thanksgiving. To connect with younger generations while staying true to their roots, Fetzer needed a bold, approachable way to make Gewürztraminer unforgettable.
The Strategy:
Armed with a vision from Fetzer’s brand manager, oneteam™ (the partnership between Affinity Creative Group and kabookaboo Digital Marketing) refined the script to pack a punch in 60 seconds, ideal for Instagram and short-form ads. Partnering with Farallon Films, oneteam™ cast talent, designed a custom bottle costume, and turned Affinity’s historic Mare Island mansion into the perfect set. oneteam™ led art direction and optimized content to blend humor and relatability, making the unapproachable accessible.
The Results:
The “It’s Just Gew” campaign delivered a fun, inclusive message that resonated with younger audiences without alienating loyal fans. The tagline highlighted the wine’s ease and versatility, proving that good taste doesn’t have to be intimidating. And, the video was just the beginning of a Fetzgiving campaign that extended to in-store activations reminding consumers of the “perfect pairing” during the holiday shopping season.
Catch the full video to see how Fetzer and oneteam™ are redefining content.
About Affinity Creative Group and oneteam™:
Affinity Creative Group is an award-winning, multi-disciplinary agency dedicated to delivering exceptional work for great clients. With a focus on brand development, packaging, content creation, websites, and retail activation, we have spent the last decade overdelivering on objectives and producing exquisite results.
As we enter our next decade, we are proud to announce our strategic alliance with kabookaboo—a digital-first agency founded in 2001 by Ari Rollnick. Together, we form oneteam™, a modern partnership of two world-class agencies working together to capture attention and drive amazing results.
For more information about Affinity Creative Group, visit AffinityCreative.com or call 707.562.2787