Indulgence in Motion
The Kaleidoscope Platform
Transforming a playful wine into a bold, kaleidoscopic brand world of curiosity and indulgence.
The challenge
Ménage à Trois needed to evolve beyond its playful, approachable persona to engage a broader, more style-driven audience — all while keeping its bold spirit alive in a crowded wine market.
The idea
We launched Kaleidoscope, a visually stunning TV platform designed to electrify the senses and celebrate the brand’s spirit of discovery and indulgence. Over three years, we developed new TV spots under this evolving creative platform, complemented by dynamic social content and a robust digital push. Our approach extended across channels — from broadcast to YouTube and Pinterest — to meet consumers where they were during key holiday moments.
Role & contribution
As creative director, I led the development of the Kaleidoscope creative platform, including concepting, TV production oversight, and cross-channel social and digital strategy. I guided and mentored multidisciplinary teams over three campaign cycles, ensuring a cohesive, ownable brand world that pushed category boundaries.
Results & impact
Drove 25M impressions during the 2021 holiday push at an efficient $4–$6 CPM, outperforming alcohol category benchmarks.
Delivered a 3% sales lift in year one, a strong result in the highly competitive wine space.
Social content exceeded expectations, with 10%+ engagement rates, sub-$0.10 cost per engagement, and the lowest Instagram Stories CPM among all Trinchero brands.
Strengthened brand equity and positioned Ménage à Trois as a bold, culturally relevant leader.
A Fresh Spin on Wine Advertising
"...clever and engaging enough that I watched it several times. It avoids the sappiness and idiocy that usually dominates wine advertising."
— Wine Curmudgeon review
Unexpected, Playful, and Share-Worthy
Building on the momentum of year one, the second Kaleidoscope spot pushed even further into playful discovery. Consumers called it "unexpected" and "fun to watch," with share rates that underscored the brand’s new cultural relevance and talkability.