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“It’s kind of a legacy brand, like Heinz ketchup.”
That’s how Libby Brockhoff, co-founder and partner at San Francisco agency Odysseus Arms, describes client Carlo Rossi—a wine brand best known for being plentiful and, most importantly, cheap.
Parent company E&J Gallo Winery, launched by brothers Ernest and Julio Gallo back in 1933, is the world’s largest-selling family-owned winery. But if you’re looking for paid ads promoting their economy brand Carlo Rossi—which has been one of America’s most popular wines since the ’70s—you’ll be disappointed.
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