The name says wine, but the aisles say everything. Our work flips the category perception for Hispanic shoppers, — making Total Wine & More the go-to for the beer, spirits, and wine behind every celebration, from the Big Game to the Big Holiday and every gathering in between.
With Bad Bunny headlining halftime, the show was set to be as big as the game for Latino viewers, and at-home celebrations would spike with it. We positioned Total Wine & More as the go-to stop for both the game and the Benito moment, with the prices, selection, and easy Delivery + Curbside Pickup to back it up.
We captured how Hispanic holiday season is a marathon of gatherings, not one day. The message positions Total Wine & More as the reliable partner for every posada, every gathering, and every party, with selection, value, and convenient services that keep the celebrations going.
We gave each occasion its own tone — Halloween playful and high -energy, Día de los Muertos respectful and tradition-forward — while keeping Total Wine & More as the destination for both. One campaign, two cultural moments, one clear store role.
For many Mexican American households, Cinco de Mayo is less about the date itself and more about the excuse to gather — backyard cookouts, margaritas with friends, a Thursday that feels like a weekend. We met the moment there, positioning Total Wine & More as the one-stop for the cerveza, the tequila, and the mixers that make the gathering happen. Clear, festive, and rooted in value and selection.
Spring is when Latino entertaining moves back outside — asados, quinceañera season picking up, Mother's Day, graduations, the weekends that turn into all-day gatherings. We connected the season to those real-life moments and made Total Wine & More the convenient, go-to stop on the way. A simple line that feels natural, local, and shoppable.
We leaned into romance with a playful, memorable line that turns shopping into a feeling — finding “the one” in every aisle. Through social posts and digital banners, we made Total Wine & More feel warm, charming, and effortless to choose for every Valentine’s Day moment.
We positioned Total Wine & More as the must-stop destination to get game-day ready, built on unbeatable selection and strong value. The message keeps it fun, sports-forward, and designed for quick conversion.