Cupcake Vineyards
With wine industry sales slipping and younger consumers turning to alternative beverages, Cupcake Vineyards needed to do something bold to spur interest and action. The “Summer of Joy” sweepstakes campaign connected with their core audience of 25-39-year-old women and celebrated carefree summer moments, positioning Cupcake as the wine for life’s most joyful occasions.
The 2022 launch campaign was a hit, exceeding expectations for the wine industry’s first under-cap sweepstakes. And 2023 only built on that success. The all-new Summer of Joy campaign focused on friendship, connection, and summer wine-drinking occasions. Every piece of creative was designed to spark happiness, community, and brand engagement, while highlighting the mouth-wateringly delicious wine.
The results spoke for themselves: a 199% increase in sweepstakes engagement, nearly half a million dollars in incremental sales, and a wave of new customers. But more importantly, the campaign made clear Cupcake’s position as a go-to wine for women looking to celebrate life’s everyday joys.