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The Wine Box of Fun - Mont Clair | Clapboard Ad Archive
Mont Clair’s 2019 Wine Box of Fun campaign, conceived by Publicis for the Thai market, directly tackled the entrenched cultural association of parties with whiskey and beer and sought to refresh the perception of wine as both accessible and genuinely fun. Situated in the Food & Drink category and leveraging what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, the campaign reframed Mont Clair from a backdrop to aspirational sophistication into a credible protagonist for vibrant, chill moments that define Thai social life. The core insight recognized that Thai consumers often reserve wine for more subdued occasions, yet crave a beverage that can elevate a gathering without the rigidity or formality of tradition. By creating and distributing the Portable Wine Box—playfully packed with party goods and capped with a secret bottle of Mont Clair—the campaign blurred the lines between exclusivity and everyday fun, ensuring the wine’s presence at both intimate get-togethers and influencer-driven events across social media. The direct activation method not only generated significant buzz and organic UGC as boxes landed in the hands of real consumers and high-profile tastemakers, but also set off a viral wave of requests for more, with demand reportedly peaking at one new box inquiry every three seconds and stock vanishing within three weeks. The campaign avoided product demonstrations or heavy-handed storytelling, instead rooting the creative in user-focused imagery where Mont Clair became an emblem of the easygoing, sociable, and slightly elevated Thai party mindset—shifting the brand easily into the same contemporary, lifestyle-driven echelon as competitors like G7 Wines and Whispering Angel, while prioritizing everyday relatability. This accessible sophistication, paired with the campaign’s inherent shareability, not only repositioned Mont Clair as Thailand’s go-to casual wine but also demonstrated the impact of leveraging distribution moments and influencer amplification in a market that values both personal connection and communal fun. Clapboard rates this 62/100. Mont Clair’s approach signals to the industry that premiumization and inclusivity are not mutually exclusive when the creative is grounded in culture and catalyzed by format-forward consumer participation.
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