Firstleaf End of Endless Campaign Wins Gold at the Muse Awards

Article original posted in Muse Award.

Firstleaf launched End of Endless Campaign in September 2023 as a 360 campaign starting with television and expanding out to all brand touchpoints. Our main character, Jennifer, is an average wine consumer navigating the often confusing and overwhelming wine store.We created two television spots which highlight the experience and the journey a typical wine drinker takes while in the store. The first spot underscores the internal pressures individuals experience when attempting to choose a wine they’ll enjoy, showcasing Jennifer as she navigates a physical maze of wine aisles. In the second spot, Jennifer encounters an arrogant wine clerk who employs intimidating and unconventional wine terminology to exert external pressure, urging her to pick a suitable bottle.

Wine is one of the world’s most complex and fragmented consumer products. Given the number of compounds contributing to flavors, it has nearly infinite taste variations. Coupling that complexity with the difference in taste palates, choosing the right wine is anything but easy. Firstleaf’s goal is to take the guesswork out of wine exploration. In-store wine shopping can be overwhelming, filled with confusing industry terms, and unfamiliar tasting notes.

Firstleaf boasts an in-house team of enologists who meticulously analyze the chemical composition of every wine bottle they produce. This data enables Firstleaf to offer real-time personalization, tailoring their wine selections to each member’s evolving preferences. As members rate wines with a simple thumbs-up or thumbs-down, Firstleaf’s system refines and sharpens their unique ‘Wineprint.’ The outcome is a shipment of wines perfectly matched to each member’s distinct tastes, a service unrivaled by any other wine club or retail experience.

Through world-class wines and unparalleled personalization, Firstleaf provides risk-free wine exploration, making it exciting for wine drinkers to try new wines while being educated in a no-pressure environment. This industry makes it intimidating to explore for fear of choosing wrong or being disappointed, Firstleaf wants buying wine to be simple, the promise on which the company was built on.

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About Firstleaf

Firstleaf is America’s most personalized wine company, helping over one million people find wines they’re guaranteed to love.

Founded by Philip James, a wine industry veteran and Oxford-educated chemist, Firstleaf brings together patented technology, expert winemakers and a WSET-certified wine concierge team to build a unique Wine Profile for each member. Sampling thousands of wines each year from 12 countries across 5 continents, its winemakers select only the finest bottles, curating each shipment individually. In fact, 98% of the monthly boxes shipped by Firstleaf are unique. In June 2023, Firstleaf surpassed the 3,000 award mark, with more than 500 bottles scoring 90+ points. It’s been recognized by Fast Company’s Annual List of the World’s Most Innovative Companies for 2022, named 2021 Wine Company of the Year in the Winemaker Challenge International Wine Competition, and is on Wine Business Monthly’s list of Top 50 Largest Wineries.

Firstleaf’s deep understanding of winemaking and technology ensures the perfect selection for both beginners and experts: members report a 96% approval rating of the wines chosen especially for them. Also of note: 94% of its customers report that Firstleaf helped them discover wines they love, while 95% are impressed by the variety of wines the company offers. This includes the Fine Wine Collection, Firstleaf’s selection of best-in-class wines from around the World.

Industry-leading innovation is seen in the company’s 2023 introduction of WinePrint^TM. This unique, Firstleaf-only offering provides an in-depth look into member preferences, including favorite wines, varietals and tasting notes. Data-informed by a customer’s wine ratings, WinePrint will be a starring feature on the company’s soon-to-be-released app, Firstleaf Pocket Sommelier, empowering members to discover new bottles, share favorites with friends and wine retailers, and order confidently in restaurants.

About Quirk
Quirk Creative is a WBE-certified, award-winning boutique advertising agency specialized in video-based campaigns. They combine creative strategy, testing and production for maximum brand-awareness and response driving campaigns on TV, OTT, digital, social, and beyond. Find out more at findyourquirk.com.