Your run-of-the-mill tasting room ad typically does little to advance the brand. Most times, it’s just a glass-and-bottle shot with locations and hours and such. Here, we had the opportunity to do much more, especially given Etude’s expertise with Pinot Noir.
Pinot Noir enthusiasts – the target for this campaign – have a higher Wine IQ than your average drinker and actively seek to expand their knowledge. So we packaged the tasting room offering as a “Study” by the Etude School of Pinot Noir. It’s isn’t really a school, of course, but to our eye, the tasting room could pass for an Ivy League institution.