The Seattle Times’ Page 1 story about Ste. Michelle Wine Estates in the Sunday, July 16 issue (see link below) chronicled the changes in marketing taking place under the winery’s new management team. Its ad agency, Copacino+Fujikado (C+F) has worked closely with the new leadership in revamping creative strategy and execution for several key brands. We reached out to C+F’s senior account director, Chris Copacino, for more details. https://www.seattletimes.com/business/former-tobacco-executive-is-making-his-mark-at-ste-michelle/
C+F began working on projects with Ste. Michelle in 2012 and has been the agency of record since the Fall of 2015, overseeing portfolio and brand programs across audience/media strategy, creative, social content/production and campaign execution and production, aiding also in brand-strategy development.
The work mentioned in the article (Times Square billboard, AllRecipes, social media and the new 14 Hands cans) was driven by C+F across strategy, creative, media and execution/production. Here is a link to the article on the 14 Hands cans work from Adweek. https://www.adweek.com/creativity/to-promote-its-canned-wine-this-winery-is-spoofing-classic-beer-ads/
Chris pointed out that the agency manages both paid and ongoing social media for all Ste. Michelle brands but does not do any packaging or label design, leaving that to design houses that specialize in beverage packaging.
“It has been a great partnership, a true client/agency collaboration, and we’re excited about helping drive brand and business success for Ste. Michelle in the future, based on the new leadership vision,” Chris said.
—LC
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