Clos du Bois: Long live

Clos du Bois, a wine brand, hired actress Courteney Cox to direct a launch film for its Long Live campaign to overcome key hurdles, stabilize volume declines in the first year and improve brand health metrics.

Introduction

The wine category as a whole is struggling to win younger drinkers1. This has led to a slew of new brands that reject tradition and shed all of the stuffy pretense of wine. They have humorous names, abstract designs, and bright colors2. Several have been founded by celebrities and influencers3, while others fall into the quickly growing natural category4.

When it comes to Chardonnay, the challenge is even tougher. In fact, "Younger consumers are driving wine trends, and they don't want chardonnay" was the headline of one recent newspaper article. With...

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