Laithwaites
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Laithwaites 〰️
Helping the established British wine brand speak to new customers without losing the old.
Laithwaites needed to find a new voice – one which spoke to new younger audiences they were attracting, without forgetting the core older audience that sustained them.
Our cross-channel approach was to ditch the slow-mo wine pouring shots and sunny vineyards the category relies on and embrace the ordinary people who drink the wine. Using dad-humour, charm and a wonky Britishness, we wanted to show that with Laithwaites’ incredible selection you’ll end up feeling like you’ve got a cellar worthy of a French chateaux – even if you’ve got a 2 bed semi in Stevenage.
Call it a clever visual mnemonic device repeated to reinforce brand USP and joyful personality – or a dad-joke done to death – we repeated the same idea across a number of TV spots with different casts and relationships. We wanted to evoke an old-school advertising feel, with an updated aestheitc.
Print ads saw the Laithwaite’s box turning everyday places around the house into your own personal wine cellar.
On their relaunched socials we focused on people – from celeb influencers teaching you to cook with wine, members of the Laithwaites team answering live questions and giving wine pairings, audience-led trends – like the instantly popular ‘dogs of Laithwaites‘.
