Wine.com Ready for Holidays




Online Vintner Follows Site Revamp With KB&P West TV Effort
SAN FRANCISCO–The anxieties of retail shopping are the focus of Kirshenbaum Bond & Partners West’s first TV work for Wine.com.
The client, formerly known as Virtual Vineyards, is venturing into TV in time for the holiday party and gift-buying season.
Spots break this week on prime-time and local news programming in major markets. Last month the company broke a series of radio ads and revamped its Web presence. The account is worth $3-4 million.
A pioneer in online wine selling, Wine.com will soon face a battery of rivals, and must clarify its position as a wine merchant rather than a retailer, said Jeff Musser, creative partner at KB&P West, San Francisco.
“The message [is] we know buying wine can be intimidating, but Wine.com makes it easy and accessible,” said Nigel Carr, agency general manager. The new tagline is straightforward: “Buy wine online.”
In one spot, a woman in the wine aisle of a grocery store gets stressed out by the baffling choices and the snickers of a fellow shopper. In the other, a man seeking a gift in an eerie knickknack shop accidentally breaks several expensive figurines.
“Camera angles and other devices give the spots a Hitchcock-like feeling,” said Musser, who crafted the work with Jennifer Solow, agency creative partner. The agency tries to tap anxieties that affect “real people in their everyday lives,” he added.
The 5-year-old site operates out of offices in Napa and Palo Alto, Calif.