No fork required.™️
Strategic positioning and creative direction for award-winning
package design for Oliver’s first seasonal wine item: Apple Pie (2016).
Brief
Evoke nostalgia and unmistakable fall flavor cues in an elevated wine format.
Cut through bias around traditional wines by leading with familiar flavor and lowercasing the Oliver brand name.
Released at the height of the flavored cider boom, Apple Pie needed to present a differentiated, hyper-seasonal value proposition vs. big-budget wine and cider competitors.
Concept
Repeatable pie icon, die-cut label shape, and candy-apple red foil accents to communicate luxury.
Playful tone and voice in copy and #losethefork launch campaign invited sharing and word-of-mouth.
Amplifed scarcity to motivate purchase.
Results
In its first year, Apple Pie sold 12,500 cases in 8 weeks.
This place-agnostic wine offering opened the minds of retail buyers and earned Oliver attention from national retailers.
“How to Win at Pie Eating” - Video Ad Campaign
Concept, storyboard, styling, and graphics created by Oliver Winery in-house team. This spot and a shortened vertical cut were produced in 2016 and ran in Facebook/Instagram ad campaigns in 2017, 2018, and 2019.
Evolution of a Winning Innovation
Now a mainstay for the Oliver brand, Bakery Series packages were re-released in 2023 with updated branding and screwcap, bringing Oliver brand up in heirarchy while maintaining the signature trademarked label shape and color system.
The Bakery Series sells more than 300,000 bottles annually, with Apple Pie and line extensions Peach Pie (spring seasonal, 2018 release) and Key Lime Pie (summer seasonal, 2023 release).
