How Do You Pop?

The "How Do You Pop?" campaign by Ridgeview Wine Estate presents a distinctive brand proposition centered on personalizing the experience of opening a bottle of sparkling wine. Rather than focusing solely on product attributes, the campaign highlights the diverse personalities and rituals associated with celebratory moments, framing the act of popping a bottle as an expressive, individualistic gesture. This approach positions Ridgeview not just as a premium producer of English sparkling wine but as a brand that empathizes with and celebrates the varied ways consumers enjoy their products, thus fostering a more relatable and emotionally engaging connection. Strategically, the campaign leverages behavioral insight into how different consumers approach the opening of fizz, segmenting them into four archetypes: the Perfectionist, the Magician, the Squealy Popper, and the First Timer. This segmentation enables the brand to appeal broadly within its market by acknowledging a spectrum of experiences, from novices to enthusiasts, emphasizing inclusivity and authenticity. Creatively, the choice to use a montage format with a lighthearted, playful tone differentiates Ridgeview from more traditional British wine advertising, which often leans towards elegance and heritage. This fresher, more approachable aesthetic is designed to capture attention and resonate with a younger, more casual demographic who might be seeking both quality and personality in their wine choices. By centering the campaign on individual moments rather than product features alone, Ridgeview effectively deepens consumer engagement while carving a unique space within the competitive alcoholic drinks market in the UK.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign fits FORMAT#10 because the creative is structured around distinctive user archetypes (‘the perfectionist, the magician, the squealy popper and the first timer’) associated with opening sparkling wine. Rather than telling a linear story or dramatizing a problem/solution, the montage format showcases multiple relatable profiles, inviting viewers to identify with “how they pop.” The campaign’s fun, inclusive approach highlights diversity in consumer rituals, making the user’s style the central, aspirational element—textbook associated user imagery, not a demonstration, story device, or symbolic exaggeration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats