Gallo Family Vineyards recently launched a new advertising campaign around family, calling itself "the winery for all your families." The concept picks up on the growing phenomenon that families are becoming less and less 'traditional' and more based on those who are close to you (i.e. friends as well). To make the point and to draw in users around the family notion, Gallo wines launched a Crest Creator that allows users to create a crest for their different families, be it in the traditional or non-traditional sense. Users can even get the crest printed on various items to wear or use off-line (i.e. iphone covers) thanks to Gallo's partnership with zazzle.com.
In the world of wine advertising, where most companies tend to take a more copy-cat approach (i.e. all advertising is virtually the same, be it digital or online), Gallo is stepping out from the pack as it enhances its consumer engagement, creating a closer relationship with its consumers and associating itself with family and family times. This is quite smart given that family times typically involve drinking wine and will make users think to open a bottle of Gallo with its crest rather than another winery's bottle.
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