Final project for Advertising Copy and Art Direction at Ithaca College. Re-branded Barefoot Wine and provided research on target audience and creative executions.

1. go barefoot.

2. History:
In 1965, “it was time for a wine that didn’t take itself so seriously.” Based in California, Barefoot Wine
was created by Michael Houlihan and Bonnie Burgundy. In 1994, they collaborated with winemaker
Jennifer Wall to create a variety of fun flavors for wine drinkers everywhere. A National Partnership
happened in 2005 with the E. & J. Gallo winery, and Barefoot has been having fun with them ever
since.
Goal: This campaign will aim to increase awareness and sales for the Barefoot Wine brand amongst
our target audience.
Advertising Objectives: For women ages 18-34, Barefoot Wine will see a 70% comprehension rate
and 55% conviction rate. We will also see an effective reach of 70 and effective frequency of 4.
Time Frame: The campaign will run from April 2015 to April 2016.
Target Market:
Our target market are females ages 21-34. Whether they just got back from the office, finished class-
es for the day, or just tucked their kids in bed, women in our target market like to unwind with a glass
(or two) of Barefoot wine. Our target is women who are comfortable in their own skin, which empow-
ers them to try new things and maintain a positive attitude. Since the Barefoot woman is unique
and independent, she has a wide range of interests, including hobbies like dancing, socializing, art,
fitness, and cooking.
The Big Idea: Barefoot Wine provides a variety of wines for free-spirited young women looking to
relax and enjoy themselves.
Advertising Problem:
Barefoot Wine does not have a consistently strong advertising campaign targeted towards the con-
sumers that will use the product the most. We plan to solve these issues by creating an effective ad
campaign that will help reach all the untapped people in our target market that previously were not
being addressed due to lack of advertising. We also hope to hone in on our target market and not
only market effectively, but also hope to expand our target market in other areas once this campaign
solidifies Barefoot Wine dominance in the wine market place.
Underlying Emotional Need/ Promise:
Our target market is in an age bracket where there are many big life transitions happening—the
younger half is experiencing college, entering the work force, and relocating, while the latter half is
settling down, having children, etc. These changes are all unique to the individual experiencing them.
Barefoot wants to help consumers relax during this busy time in their lives, celebrate who they are,
and recognize the versatility that makes them a free spirited individual.
Competition:
Sutter Home, Franzia box, Yellow Tail
Creative brief

3. our audience
Meet Diana, a 22 year old recent
college grad. She is currently
adjusting to her recent move to
NYC, where she just got hired
as a junior account executive at
a marketing agency. Diana is a
hard worker, and after a produc-
tive day at the office, likes to relax
by getting together with a couple
of her college friends that also
moved to the area. They gather
at one of their apartments, and
after a glass (or two) of wine, are
laughing and having a great time.
Young Professional:
Meet Diana, 22
Young mother:
Maria, 30
Maria is a 30-year-old mother to
her 2-month-old baby girl, Ava.
Residing in a suburb near Hous-
ton, Texas, she is temporarily on
maternity leave, but will soon
return to her job as a 7th grade
English teacher. Maria is very
outgoing, and loves when her
family and close friends come
to visit her and the baby. On Fri-
day night, her husband watch-
es the baby while Maria goes
to her friend’s house to watch a
movie, eat, and have a glass (or
two) of wine. She likes Barefoot
because it allows her to unwind
and be herself.

4. go barefoot.
FOR THE FREE SPIRITED

5. FOR THE
FREE
go
spirited
barefoot.

6. FREE SPIRITED
FOR THE
go
barefoot.

7. wild card
Barefoot Wine wants to bring
women ages 21-34 togeth-
er to relax after a busy day of
work, classes, or taking care
of the kids. We will be cele-
brating our unique target audi-
ence by hosting cocktail hour
events in major metropolitan
areas throughout the country.
Locations include Manhattan,
Los Angeles, San Francisco,
Washington DC, Miami, and
Houston.
nyc
At these events, we will be pro-
viding complementary Bare-
foot Wine, good music, and
great company at unique bars.
Attendees will receive gift sets
that include a bottle of their
favorite Barefoot Wine flavor,
and a gift card to receive a free
massage at local spa to unwind
and unleash their free spirit.
LA

9. Two Page pres.

11. Target College Ages “21”- 25
Barefoot Tagline Ideas
1. What are you wine-ing
about?
2. Escape with Barefoot
3. Kiss the week goodbye
4. Un-wine with barefoot
5. A wine so good, the possibil-
ities are endless
6. So many choices, you’ll have
nothing to wine about
7. Moscato, Riesling, & Zinfend-
el—oh my
8. Can you paint with all the
colors of the wine-d?
9. Can you sing with all the
voices of the mountain? Can you paint
with all the colors of Barefoot wine?
10. “Wine” down with Barefoot
11. Wine me up
12. Wine-ing away again in Bare-
footville
13. Wastin’ away again in Bare-
footville
14. Refreshing. Affordable. Bare-
foot.
15. Be colorful. Be Barefoot.
16. Find your color with barefoot
17. Keeping your feet on the
beach and wine on your mind since
1965
18. Wine on the mind since 1965
19. Her last name was wine-
house for a reason (amy winehouse
holding barefoot)
20. Taking you from one beach
to the next
21. Have a drink that you can
“bare”
22. Giving you a bare-able drink
since 1965
23. Make your weekend bare-
able
24. Make your week bare-able
25. Beer no more. Wine, hello.
26. Bare no more, wine hello
27. Vodka who? We’ve got your
bare-back.
28. Be breezy with barefoot.
29. Keep the fella’s wine-ing
more
30. Heads turning over the new
shoes? Nah, it’s the barefoot.
31. Barefoot: keeping feet bare
since 1965.
32. Escape with Barefoot
33. Get hungover with something
worth it.
34. A hangover worth wine-ing
about
35. Take it all off with barefoot
36. A wine so classy, Audrey
Hepburn would drink it
37. A wine made for queens
38. Who needs shoes?
39. Who needs heels?
40. Ditch the keys, you’ll have
more room for wine
41. Drink safely now, so you
wont wine later
42. Church—wine, holy,
43. The holy grail of wine
44. Get your weekly fix
45. And on the seventh day, He
said “let there be wine.”
46. Thou shall honor their ______
47. Wine-ing 5cents
Relax
Vacation
Escape
Beach
Go Barefoot.