The wine market in Brazil is extremely competitive, with major brands investing heavily in advertising. In such a scenario, the challenge of Wine Easy It was about standing out with a leaner budget, creating spontaneous conversation and generating attention for the brand quickly.
The starting point was an unusual opportunity: the mother of the Tammy Gretchen he had starred in a campaign for a competitor. Our challenge was to turn that into creative ammunition for a bold and fun guerrilla marketing.
Resultate created an action where Tammy Gretchen He appeared to “counteract” his mother’s campaign and defend Vinho Fácil as the true choice for those who enjoy good wines.
The narrative was built with humor, provocation, and perfect timing, exploring the family bond in a light but strategic way to generate high potential for sharing and engagement.
Main movements of the action:
Guerrilla marketing: use of a competitor's advertising hook to create response content.
Use of personality: the choice of Tammy Gretchen to enhance reach and identification with the public.
Multiplatform content: videos adapted for social media, with formats designed to go viral.
Significant increase in mentions of the brand on social media in the days following the campaign.
Engagement above average for sector-related actions, with high rates of sharing and comments.
Generation of spontaneous media, With sites and profiles commenting on the audacity of the campaign.
A toast to creativityWith a good dose of humor and audacity, Vinho Fácil has gained a place in the public conversation and proved that in marketing, the game can be turned around with intelligence and timing.
Advertising campaign
Advertising video
Wine Easy
2022
6 Months
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