CORAVIN, Inc. Debuts First National TV Ad Campaign
CORAVIN™, Inc., makers of the popular wine preservation opener, today announced the debut of its first national television advertising campaign. The new campaign, developed by Mercury Media and SincBox, demonstrates the Coravin Wine Preservation Opener in a real-life setting, featuring vignettes of individuals, couples and friends enjoying their favorite wines by the glass. The commercial’s creative focus and media schedule were both developed in response to extensive consumer research conducted by Coravin.
“Many consumers have an ‘aha’ moment when they see the Coravin Wine Preservation Opener in action and begin to understand how it transforms wine enjoyment. That’s why demonstrations at our key retail accounts are at the core of our marketing strategy,” said Greg Lambrecht, founder of Coravin. “Our national ad campaign aims to bring the magic of a Coravin demonstration to a much larger number of wine loving consumers. We will show them how it’s possible to access wine, any time, in any quantity without ever opening the bottle, and more importantly, what that means – endless choices in the way people experience wine.”
The :60 and 1:20 second spots will air through Father’s Day on national cable and satellite broadcast networks, that were selected to reach a growing consumer target for Coravin – casual wine enthusiasts who are primarily women. Until recently, Coravin primarily focused marketing activities on passionate wine connoisseurs.
“Every day, we see more casual enthusiasts engaging with our brand. The creative direction for the campaign grew out of extensive research and focus groups to gain a greater understanding of their wine drinking attitudes and how Coravin enhances this experience,” said Fred Levy, President and CEO of Coravin. “What resonated universally was the fact that wine helps people relax and unwind. At the same time though, rushing to finish a bottle or drinking more than they wanted to keep wine from going bad was a big pain point. That is where Coravin is a game changer and what we aimed to illustrate in the campaign.”
Using the Coravin Wine Preservation Opener is as easy as “Insert, Tilt, and Pour.” First, select a bottle of cork-sealed wine, place the preservation opener on top and insert the needle through the cork to access the wine inside. Then, tilt the bottle and press the trigger to pour the desired quantity of wine: a sip, a glass or more! Last, pull the Coravin Wine Preservation Opener up to remove it from the bottle. The cork will reseal naturally and continue to perfectly preserve the wine remaining in the bottle for weeks, months, or even years.
The media schedule for the new commercial was developed to reach the “casual enthusiast,” airing on networks such as: Bravo TV, Food Network, Fox News, Hallmark Channel, Hallmark Movie, Lifetime Movie, Women’s Entertainment Television, Crime and Investigation Channel, Smithsonian Channel, SundanceTV, and Universal Channel.
About Coravin, Inc.
Coravin, Inc. is a privately held company located in Burlington, Massachusetts focused on transforming the way wine is served, sold and enjoyed. Coravin designs and markets the Coravin Wine Preservation Opener for wine enthusiasts, restaurants, wine stores and wineries. Unparalleled in craftsmanship and design, Coravin uses proprietary patented technology to access and pour wine from a bottle without pulling the cork. Wine enthusiasts can now enjoy wine sealed with corks without feeling the need to commit to the whole bottle, allowing them to explore wines of any vintage, varietal or region, one glass at a time. After enjoying a glass of wine with the Coravin Wine Preservation Opener, what remains in the bottle will be perfectly preserved until the next glass. For more information, please visit www.coravin.com