The brand will sponsor hundreds of post-election celebrations across Australia.
Naked Wines is tapping into the noise of the federal election with the launch of The Naked Wines After Party, a new campaign by creative studio Supermassive.
The campaign taps into increasing voter fatigue and consumer desire for authenticity with Naked Wines long-standing mission to back independent winemakers and offer customers wine at fairer prices.
Naked Wines ceo, Paul Connell, said the campaign reflects how Naked Wines is positioning itself for future growth: through transparency, storytelling, and shared values.
“The wine industry and politics? They’ve got more in common than you’d think. In both worlds, it’s often the little guys who get squeezed — whether it’s independent winemakers trying to make a living, or Aussies trying to get a fair deal at the bottle shop,” said Connell.
The campaign is fronted by comedian, wine lover and entrepreneur Matt Okine.
“This campaign is about backing the people who make great wine and stripping away the fluff that distracts from it,” Okine said.
A 60 second film will run across cinemas in Sydney and Melbourne next week, followed with a 30 second radio spot and print advertising. Roaming human billboards will also hit high-traffic political polling areas such as Martin Place, Manly Wharf, and Bondi Junction in the lead-up to, and on election day.
The brand is sponsoring hundreds of post-election celebrations across Australia, opening the bar to help Aussies toast the end of the campaign season.
Supermassive creative partner, Adam Smith, said that If there’s one thing Aussies love, it’s honesty and fairness.
"In the Supermassive spirit of making stuff that people actually want, we swapped politics for pinot and created a party that won’t take 4 years to recover from,” Smith said.
Naked Wine's 2024 Ideal Conditions Report found that 63% of Australians would buy more wine if they knew winemakers were getting a fair deal.
Naked Wine's is leaning into its identity as a challenger brand with rising consumer acquisition cost (CAC), shifting drinking habits, and growing consumer scrutiny.
“We’re building a community of wine lovers who care about where their wine comes from and who made it — and want to connect over shared values or a glass of something honest," Connell said.
“Our strategy is evolving and this campaign reflects a broader move toward building a brand that stands for something, supporting makers, connecting communities, and giving customers something to believe in (and something great to drink)."
CREDITS:
Client: Naked Wines
Agency: Supermassive
Production: Mint Films
Director: Andrew Seaton
Design: Common Design
Audio: Sonar Music
PR: Supermassive
Influencer: Ernie
Media: Jac Media and Naked Wines in-house
