YELLOW TAG CAMPAIGN
-
I had the pleasure of working on the Yellow Tag campaign, a biannual marketing initiative by TotalWine and More that endorses the store's exclusive Winery Direct and Spirits Direct products. The yellow tags placed on store shelves serve as a visual cue for customers to easily identify these specially crafted products.
-
My goal was to establish trust between TotalWine buyers and customers by positioning the buyers as experts in wine, spirits, and beer. I aimed to showcase their knowledge, share trending products, and highlight personal favorites.
-
I portrayed Total Wine & More's buyers as lighthearted and approachable to achieve this goal. I then placed them in familiar summer events with which customers could easily connect while presenting delectable recommendations to make summer unforgettable. The tone and timbre were designed to be enthusiastic about the buyer's suggestions.
I also guided buyers towards bottles of specific varietals and included Winery Direct producer stories relevant to the buyer's recommendation.
This approach highlighted TotalWine & More's relatable side by concentrating on the individuals and connections who bring unique options and expertise to the stores.
The Yellow Tag campaign was a success, and we were thrilled to have played a part in it.
FROM CONCEPT TO COMPLETION
YELLOW TAG ANIMACTIC
This animatic helped flesh out TotalWine’s Yellow Tag social media campaign video
YELLOW TAG SOCIAL MEDIA VIDEO
Yellow Tag campaign for TotalWine social media outlets
TotalWine Yellow Tag Campaign — Desktop Carousels
FROM CONCEPT TO ASSET
TotalWine Yellow Tag Campaign — Social Media
TotalWine Yellow Tag Campaign —Emails
TotalWine’s Yellow Tag Campaign —Banner Ads for Retargeting
TotalWine Yellow Tag Campaign — Print
