Firstleaf, End of Endless Campaign

Firstleaf launched End of Endless Campaign in September 2023 as a 360 campaign starting with television and expanding out to all brand touchpoints. Our main character, Jennifer, is an average wine consumer navigating the often confusing and overwhelming wine store.We created two television spots which highlight the experience and the journey a typical wine drinker takes while in the store. The first spot underscores the internal pressures individuals experience when attempting to choose a wine they'll enjoy, showcasing Jennifer as she navigates a physical maze of wine aisles. In the second spot, Jennifer encounters an arrogant wine clerk who employs intimidating and unconventional wine terminology to exert external pressure, urging her to pick a suitable bottle.

Wine is one of the world's most complex and fragmented consumer products. Given the number of compounds contributing to flavors, it has nearly infinite taste variations. Coupling that complexity with the difference in taste palates, choosing the right wine is anything but easy. Firstleaf’s goal is to take the guesswork out of wine exploration. In-store wine shopping can be overwhelming, filled with confusing industry terms, and unfamiliar tasting notes.

Firstleaf boasts an in-house team of enologists who meticulously analyze the chemical composition of every wine bottle they produce. This data enables Firstleaf to offer real-time personalization, tailoring their wine selections to each member's evolving preferences. As members rate wines with a simple thumbs-up or thumbs-down, Firstleaf's system refines and sharpens their unique 'Wineprint.' The outcome is a shipment of wines perfectly matched to each member's distinct tastes, a service unrivaled by any other wine club or retail experience.

Through world-class wines and unparalleled personalization, Firstleaf provides risk-free wine exploration, making it exciting for wine drinkers to try new wines while being educated in a no-pressure environment. This industry makes it intimidating to explore for fear of choosing wrong or being disappointed, Firstleaf wants buying wine to be simple, the promise on which the company was built on.