Obnoxious oenophile

10.11.2016 Anti-authenticity Marketing : Ambivalent Ambassadors : Onehope
ONEHOPE by E+J Gallo, US

California – Winery ONEHOPE introduces its fictional obnoxious and unrelatable vineyard owner to juxtapose its own altruistic approach to wine-making.

  • Charles Faircloth introduces himself as ‘freaking loaded, I mean big-time rich’ – a contrast to ONEHOPE's socially minded founders
  • ONEHOPE has developed new software, Honeycomb, that connects businesses with philanthropic causes

The social enterprise was founded by eight friends and former employees of E&J Gallo Winery, who wanted to combine quality products with philanthropy. The winery, which also sells coffee, donates half of its profits to charity, with each grape type supporting a different charitable cause.

In the vein of Anti-authenticity Marketing, the advert avoids stereotypical images of charity, with Faircloth sarcastically stating: ‘Go ahead, buy delicious reasonable priced wine and help save the world.’

CEO Jake Kloberdanz explained the brand’s reasoning behind commissioning the advert. ‘Since most of our marketing dollars go towards donations to our non-profit-making partners, it was important to find an agency that was able to efficiently deliver strong, concise creative.’

The brand has already donated more than £1.6m ($2m, €1.8m) to charities including RainCatcher, which provides clean water in Tanzania, and WhyHunger.

The Big Picture

Brands are catching consumers’ attention with advertising that provokes rather than plays up virtuousness. See the Ambivalent Ambassadors section in our Anti-authenticity Marketing macrotrend for more.

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