Cupcake Vineyards asks people to 'choose joy' and enjoy one of their wines in the process

Cupcake Vineyards states that its wines are “crafted with a passion for celebrating,” which makes the brand’s new campaign, ‘Choose Joy’ a good fit for the reasonably-priced vintner.

The campaign, done with creative agency Mekanism, features four 15-second spots, each celebrating people who are unapologetic, flawed and entirely at ease when choosing happiness in everyday moments.

Cupcake and Mekanism were inspired by the modern wine consumer and wanted to create a campaign that was entertaining, with clever digs and just a touch of sass, optimistic sarcasm and fun.

“Cupcake wine has grown up alongside its loyal consumers for the last ten years,” said Laura Wimer, creative director at Mekanism. “The occasion to drink wine has shifted from nice events and weddings to more impulsive celebrations rooted in feeling and joy, so we were inspired to create a campaign around a new set of life moments.”

The spots showcase lighthearted, quick-hit moments, like a woman who escapes through a window from a boring baby shower with her bottle of Cupcake. Or the woman who is floating in a pool with a glass of rosé as a voice-over says “bright and crisp, with a refreshing finish…like your spontaneous out-of-office email” as the woman throws her phone away.

“At Cupcake Vineyards, we hope this campaign encourages consumers to Choose Joy every day. Whether it is nailing a deadline at work, making a quick getaway from the latest celebratory shower, or shamelessly ordering a side of curly fries with your kale salad,” said Sarah Qualters, senior brand manager for Cupcake Vineyards. “Our wines all share an approachable, unapologetic, and balanced style that makes each varietal perfect for pairing with real life.”

The ‘Choose Joy’ campaign from Cupcake is the first work with creative agency Mekanism since winning the account in 2017. See all four spots by clicking the Creative Works box below.