Drinkwell — Messaging, voice of customer & copy
Pairs perfectly with Sunday roasts, smoked fish and good company. This is the ultimate “everyone’s happy” Merlot. If you’re a “just enjoy it” person, you’ll get a smooth, well-rounded and medium-bodied Merlot that’s fruity and super easy to drink. If you’re into notes and aromas, you’ll notice plush redcurrant and raspberry up front, with a soft hint of vanilla and caramel on the nose and a silky, smooth finish. In other words, it’s perfect for Sunday lunches, midweek treats, and those nights where you’ve earned a good glass of wine and some much-needed time to yourself.
About the project
Low-cal and low-alc drinks have a branding problem: they almost always reads as a compromise. They’re the thing you drink when you're being good. Drinkwell wanted to be the opposite.
So we wrote copy that positioned Traces as a lifestyle, not a diet: it’s a wine for Sunday roasts and good company. You can drink it any time. It’s a proper wine, not a guilt-free wine. The low-cal angle became a reason to enjoy it more, not a way to consume less calories. (Which helped us to write around the heavy restrictions without the copy becoming lawyer language soup.)
