Total Wine's catchy tune Radio Jingle gets the full music video treatment

About 18 months ago, Total Wine & More dropped a radio display with catchy melody and simple texts, and no idea that the customers would sing spontaneously in the meetings.

The managers who instead questioned a full-fledged campaign around them put the singer-songwriters in Austin, who originally recorded the melody and converted them into a music video in a Texan shop.

Timing couldn't be better because Jingles has a moment, although the retailer was not hip in this fact.

“We want to attribute the trend, but that would not be exactly,” Keith Colbourn, CMO from Total Wine, told AdWeek. “We returned to our coolness.”

The work of Ampersand Agency and producer -Hashtag studios is anchored by the most important advertising editions of the brand.

The media purchase to the linear and connected TV, digital, audio and social platforms belong-to land somewhere between $ 5 and $ 10 million, depending on how long the song-and-dance spot runs. This is “5x to 10x” more than the retailer who traditionally goes out for a single advertisement, said Colbourn.

“We have the feeling that we have the right creatives, and this is the right moment,” said Colbourn. “We have already made a lot of national television advertising, but we didn't feel like this kind of investment was worthy, and we had not received the reaction that we had for this campaign.”

Sober summer

The start of “Find What You Love”, since the alcohol industry are exposed to serious headwinds that contain tariffs, sales breaks and inflation at the beginning of a decisive summer sales season.