Cat amongst the pigeons
Campaign platform ft. Melissa leong ambassadorship
How could Pinnacle Drinks build quality perceptions and a bit of shelf cut-through into “Cats” (one of 700+ own-labels in their portfolio)?
We went about finding a campaign platform and art direction where someone like Melissa Leong could feel like an inevitable consumer of the brand, not just an endorser. Premium red, epicurean chef. Instincts, expertise, legit style. That’s when you know.
I’m sure Curtis Stone could do a bang-up job plugging a shiraz for someone else.
But they couldn’t charge anywhere near $45 a bottle for it like Pinnacle can now.
