By Kyle O'Brien

Cupcake Vineyards states that its wines are “crafted with a passion for celebrating,” which makes the brand’s new campaign, ‘Choose Joy’ a good fit for the reasonably-priced vintner.

The campaign, done with creative agency Mekanism, features four 15-second spots, each celebrating people who are unapologetic, flawed and entirely at ease when choosing happiness in everyday moments.

Cupcake and Mekanism were inspired by the modern wine consumer and wanted to create a campaign that was entertaining, with clever digs and just a touch of sass, optimistic sarcasm and fun.

“Cupcake wine has grown up alongside its loyal consumers for the last ten years,” said Read full story ›

Source: The Drum