So you want to relaunch a 60+ year old wine brand fraught with PR problems?
What if you wanted to figure out how to do it in 2 days? Scratch Sessions aim to gather agency and client together to position a brand quickly, make decisions about tone, voice and style as well as a comprehensive rollout plan over a extremely short amount of time. The biggest thing standing in our way with the Scratch Session for Thunderbird, part of the Gallo Family Vineyards offering, was it was just an idea on paper.
The brief said to make the session brand "badass" and to "imagine that Johnny Cash was going to be our creative director".
What came next was planning the actual events of the session to get into the mindset of the modern badass, someone who might think wine is too stuffy and arrogant. The brightest minds were assembled and shipped, along with 40 posters, one giant inspiration wall and some branded wine glasses to Ocean Way studios in Nashville.
To get truly fired up, the beginning of the session were spent drinking in the culture by listening to local artists, hearing from tattoo artists about their craft and visiting with tastemakers. What followed was a reframing of the brand and plan for relaunch that guarantees disruption in a category that desperately needs it.