Gallo Wines

EJ Gallo’s Apothic was a top-selling brand, but awareness had plateaued, and the brand was struggling to win with new consumers. Research uncovered that the new target had a simple understanding of taste; if it tastes good, it feels good.​

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Neil broke from wine tradition by suggesting the brand talk about taste in a daring way no brand had done before. The new “Feel the Taste” brand position used feelings to describe the wine, not flavours. The new positioning and campaign captured the attention of new consumers to drive 14% growth versus the rest of the category. Based on the success of the campaign in Canada, EJ Gallo rolled it out globally.