Crushpad is (was) a small-lot, custom-crush winery that gave wannabe winemakers a shot at glory. I was one such customer; I made a barrel of Durell Chardonnay. It was a great experience. So naturally I carried that sentiment forward when I did my first project for them. It was a re-activation letter where we used each client’s personal wine label to rekindle the pride that comes with making your own wine. This mailing did well but not well enough to save the company from a flawed business model.

New Yorker cartoon of woman tasting her companion’s private label wine. “Oh my god! You mean this is you?”
New Yorker cartoon of woman tasting her companion’s private label wine.
“Oh my god! You mean this is you?”

 

It’s time to get back to what you love. Re-activation letter plays to recipient’s vanity, using his own wine label to coax him into making another barrel.
It’s time to get back to what you love.
Re-activation letter plays to recipient’s vanity, using his
own wine label to coax him into making another barrel.