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Barefoot Wine debuted its new wine-based hard seltzers earlier this year, and had planned to launch a summer campaign in April featuring them in spritzers. The campaign, which would have been the brand’s first for TV, stars Parks and Recreation’s Aubrey Plaza and Saturday Night Live’s Kenan Thompson.
But after the coronavirus pandemic upended marketing plans in nearly every category, Barefoot had to hold off on airing the 30-second spot—ultimately relocating the party into Thompson’s dreams, using voiceovers to shift the message.
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