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Work

Cupcake Wines

Serious Wine. Unserious Name.

When it comes to wine, Cupcake Vineyards is serious. When it comes to their name, some people might just think otherwise. That’s why we went ahead and addressed the elephant in the room.

The Challenge

Cupcake Vineyards crafts premium wine, but the name told a different story. “Cupcake” sounded sweet, playful, even gimmicky—clashing with the brand’s quality and craftsmanship. The challenge wasn’t awareness. It was proving credibility without losing charm.

The Solution

Instead of dodging the name, we leaned into it. The campaign declared: “Serious wine. Unserious name.” With self-awareness and wit, we flipped the perception problem on its head—owning the charm of the name while proving the wine’s craftsmanship. The result: Cupcake reintroduced itself as a brand confident enough not to take itself too seriously.