Laithwaite’s Wine’s campaign, “Get that wine cellar feeling with Laithwaites,” leverages the evocative notion of a curated, exclusive wine cellar experience to position the brand as a provider of premium, authentic wine enjoyment at home. The brand proposition centers on delivering an elevated lifestyle sensation—inviting consumers to replicate the refined ambiance and selection typically associated with wine connoisseurs’ private cellars without leaving their living rooms. This framing appeals to both wine enthusiasts seeking quality and casual drinkers aspiring to sophistication.
The campaign’s market strategy appears rooted in tapping into consumers’ desire for experiential luxury amid everyday settings, especially relevant in 2021 when in-home experiences were increasingly valued. By evoking the “wine cellar feeling,” Laithwaite’s connects emotionally with an audience that appreciates lifestyle quality but may lack access to or knowledge of extensive wine collections. The choice of a film medium and national TV presence suggests a broad targeting approach within the UK, intended to raise brand or category awareness during summer when social occasions peak. The creative angle relies on associating the brand with an aspirational lifestyle cue rather than focusing solely on product specifics, thus differentiating Laithwaite’s in a competitive alcoholic drinks market by highlighting mood and experience over functionality or price.
Overall, the campaign utilizes a lifestyle-driven narrative aligning with contemporary consumer motivations toward premium home experiences, suggesting a strategic effort to deepen brand relevance through emotional and aspirational positioning.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign most closely matches the "Symbolize the Benefit" format. The phrase "Get that wine cellar feeling with Laithwaites" points to an attempt to associate the experience of receiving Laithwaite’s wine at home with the exclusive, sensory-rich atmosphere of a wine cellar. Rather than a literal demonstration or story/problem structure, the campaign likely uses evocative visuals or atmospheric cues to symbolize the premium, aspirational feeling of being in a curated wine cellar, showing the positive emotional benefit linked to the product. There’s no evidence of overt storytelling, comparison, or testimonial; instead, the core device is the symbolic transference of the wine cellar ambiance to the consumer through Laithwaite's offering.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Majestic Wine – Positioned as a specialist retailer offering expert advice and a curated selection of quality wines at competitive prices, Majestic emphasizes in-store experience and convenience with both physical stores and online presence, targeting wine enthusiasts seeking value and variety.
2. Virgin Wines – Differentiates itself through a strong focus on e-commerce innovation, personalization, and customer experience, leveraging data-driven recommendations and exclusive wine collections to appeal to younger, tech-savvy consumers looking for convenience and discovery.
3. Naked Wines – Markets itself as a customer-funded winery platform that connects consumers directly with independent winemakers, promoting transparency, value, and a community-driven approach, appealing to socially-conscious consumers interested in unique and artisanal wines.
4. The Wine Society – As a cooperative, it positions itself on tradition, quality, and member benefits, offering a trusted range of exclusive wines with an emphasis on heritage, expert curation, and competitive pricing for committed wine buyers and collectors.
5. Berry Bros. & Rudd – Positioned as a luxury, heritage wine merchant with a strong emphasis on premium and rare wines, expert consultancy, and exclusive events, targeting affluent customers who value provenance, sophistication, and personalized service.
Q: What is Get that wine cellar feeling with Laithwaites about?
A: Get that wine cellar feeling with Laithwaites is a 2021 film campaign created by the UK agency Rapp for Laithwaite’s Wine. The campaign was launched in the United Kingdom within the Alcoholic Drinks market to evoke the exclusive and curated experience of a private wine cellar. It invites consumers to enjoy premium, authentic wines from the comfort of their own homes by replicating the refined ambiance and selection typically associated with wine connoisseurs’ cellars. The campaign aired on national TV during the summer, aiming to raise brand awareness and connect emotionally with both wine enthusiasts and casual drinkers seeking sophistication.
Q: What creative device does Get that wine cellar feeling with Laithwaites use?
A: Get that wine cellar feeling with Laithwaites employs the Symbolize the Benefit creative format as classified by Clapboard’s 12-format taxonomy. This approach uses symbolic or exaggerated visuals to represent the positive emotional impact of the product rather than literal storytelling or direct demonstration. The campaign’s tagline and imagery evoke the sensory-rich atmosphere of a wine cellar, transferring that aspirational feeling to the consumer’s home experience. This device focuses on mood and lifestyle association, highlighting the premium and authentic wine enjoyment Laithwaite’s offers without relying on testimonials or product comparisons.
Q: What is the campaign proposition for Get that wine cellar feeling with Laithwaites?
A: The campaign proposition for Get that wine cellar feeling with Laithwaites positions the brand as a provider of premium, authentic wine enjoyment that brings the curated, exclusive ambiance of a private wine cellar into everyday home settings. It targets both wine enthusiasts who value quality and casual drinkers aspiring to sophistication, tapping into the growing consumer desire for experiential luxury at home. By emphasizing lifestyle quality and emotional connection rather than product specifics, the campaign differentiates Laithwaite’s in the competitive alcoholic drinks market and aligns with contemporary motivations toward elevated home experiences.
Q: How does Get that wine cellar feeling with Laithwaites rank in Clapboard's archive?
A: Get that wine cellar feeling with Laithwaites holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. The rating provides an objective measure of the campaign’s impact within the advertising landscape without editorial qualification.
Q: Who are the competitors in Laithwaite’s Wine’s category?
A: Laithwaite’s Wine competes with several key players in the UK wine market, each with distinct positioning. Majestic Wine focuses on expert advice and a curated selection with an emphasis on in-store experience and convenience. Virgin Wines differentiates itself through e-commerce innovation and personalized recommendations targeting younger, tech-savvy consumers. Naked Wines operates as a customer-funded platform connecting buyers directly with independent winemakers, appealing to socially-conscious drinkers. The Wine Society offers tradition, quality, and member benefits through a cooperative model aimed at committed collectors. Berry Bros. & Rudd targets affluent customers with a luxury heritage approach emphasizing rare wines and personalized service.
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