Bensimon Byrne Work

The U.S. wine category was in decline, with younger consumers drinking less and exploring low- and no-alcohol alternatives. While Coppola Diamond Collection remained strong in awareness and perception, its audience was aging. The brand needed to engage modern, premium-seeking Millennials through its first-ever national campaign, bringing its new creative platform to life in a way that felt relevant and contemporary.

We began with a simple insight: while younger consumers drink less frequently, they still invest in meaningful, premium moments at home. For them, wine is a deliberate choice tied to indulgence, ritual, and memory-making. Our media strategy focused on showing up in those moments. Rather than chasing reach alone, we aligned Coppola with entertainment and lifestyle contexts where discovery and purchase naturally overlap. By connecting inspiration directly to action through a shoppable retail layer, the brand was present when indulgent decisions were being made.

The campaign increased relevance with a younger audience and delivered gains across awareness, favourability, and purchase intent. The strength of the results reinforced confidence in the approach, evolving into a multi-year partnership supporting ongoing seasonal campaigns and new product launches.