Obnoxious oenophile
ONEHOPE by E+J Gallo, US

Obnoxious oenophile

California – ONEHOPE introduces its fictional obnoxious vineyard owner to juxtapose the brand’s own altruistic approach to wine-making.

Article/20395 245
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.

Discover More News
AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

News

AI-generated images of animals in plastic help WWF-Korea raise awareness about pollution

WWF-Korea has launched Animal Trash Fashion, a powerful out-of-home campaign using AI to starkly illustrate the devastating impact of plastic pollu...
Sustainability : Design : Advertising
Rixo launches pre-loved resale platform

News

Rixo launches pre-loved resale platform

British fashion brand Rixo is expanding its circular ambitions with the launch of Rixo Pre-Loved, a resale platform where customers buy and sell it...
Retail : Fashion : Sutainability
Stat: Global business travel spending hits historic high

News

Stat: Global business travel spending hits historic high

Business travel is set to reach a record £1.18 trillion ($1.57 trillion, €1.36 trillion) by the end of 2025, according to ...
Stat : Statistic : Global Travel Market
Axe gamifies fragrance sampling with arcade-inspired bus stop activation

News

Axe gamifies fragrance sampling with arcade-inspired bus stop activation

Axe is making fragrance sampling fun again with a new campaign for its Cherry Fizz body spray.
Advertising : Fragrance : Retail
New wearable tracks hydration levels in real time

News

New wearable tracks hydration levels in real time

Researchers at the University of Texas at Austin have developed a non-invasive wearable that continuously monitors hydration levels in real time.
Wearable Technology : Healthcare : Hydration
Stat: Online resale is booming in Britain

News

Stat: Online resale is booming in Britain

Online resale is booming in Britain, with pre-owned shopping now worth £4.3bn ($5.8bn, €5bn) annually and is set to rise to £4.8bn ($6.4bn, €5.5bn)...
Retail : Fashion : Technology
Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

News

Prada’s 2025 Qixi campaign turns Shanghai’s bridges into a stage for love

Prada’s campaign for the 2025 Qixi Festival – often referred to as Chinese Valentine’s Day – reimagines China’s legendary love tale through an...
Luxury : Fashion : Chinese Folklore
M&S tracks plastic’s afterlife with invisible UV packaging tags

News

M&S tracks plastic’s afterlife with invisible UV packaging tags

M&S : Sustainability : Retail
Stat: Britons are increasingly turning to biohacking through wellness supplements

News

Stat: Britons are increasingly turning to biohacking through wellness supplements

According to a July 2025 YouGov poll, one in five Britons (21%) have taken a wellness supplement in 2025 – pointing to the rise of personalise...
Health And Wellness : Supplements : Stat
Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

News

Ocado’s Shopping List Stories campaign finds emotional value in the weekly shop

Ocado is reframing grocery shopping as an emotional experience with Shopping List Stories, a new campaign by Uncommon Creative Studio.
Food And Drink : Supermarket : Branding And Advertising
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN