Erich & Kallman, the San Francisco agency opened by W+K, GS&P, TBWA and Barton F. Graf vet Eric Kallman and former CP+B president Steve Erich in 2016, recently launched a campaign for Noble Vines, entitled “Know the Number.”
It’s not the first time the agency has promote a wine brand as the agency launched an effort for OneHope around a year ago.
The number in question in the “Know the Number” campaign is the series of numbers given to select vintages of wine grapes and which grace bottles of Noble Vines. As a 15-second spot explains, “For centuries, vintners have singled out individual vines that produce exceptional grapes,” and of those a few have stood the test of time to receive numbered designations.
The spot offers an explanation of the brand’s naming practices in a way that implies superior quality. “Know The Number” concludes by inviting viewers to learn more about the numbers behind Noble Vines wines and included an “interactive challenge” targeting millenials, particularly in the areas of Dallas, Miami and Southern California. The campaign is running across outlets including Facebook, YouTube, Instagram, The New York Times, Vogue, Vanity Fair, Vox, Bravo and NBC News through December 2. According to the client, the campaign increased sales 27 percent in ad test markets.