Vivino World's Most Honest Critics — JESS KAIHOI

Rated By The World’s Most Honest Critics—You.

Vivino

Good taste doesn’t need credentials.

Wine has traditionally been a world where a relatively small group of experts tells everyone else what’s good. But Vivino had something more interesting: millions of everyday people already tasting, rating and talking about wine in their own words.

We turned that product truth into the campaign idea The World’s Most Honest Critics—You., positioning Vivino’s community itself as an alternative to the formality and intimidation of traditional wine criticism.

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The reviews do the talking.

Rather than inventing a polished advertising voice, we let real reviews do the talking. Funny, blunt, unexpected and occasionally brutal comments from the app became the creative fuel for social content, digital media and the larger campaign system.

We also developed a distinct visual identity, tone of voice, producer toolkit and campaign and community-management playbooks that allowed the idea to scale consistently across the U.S., U.K., Australia and Germany.

The strategy made Vivino’s greatest product advantage, its community, the star of the campaign while making wine culture feel a little less exclusive in the process.

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