It's Just Gew

Fetzer has been crafting Gewürztraminer for over 25 years, but for many, the varietal's complex name can be a barrier to entry. To make this iconic wine more accessible and relatable to younger generations, Fetzer partnered with oneteam™ to create a fun, bold, and humor-filled video campaign. The result was The Fetzer Gew Wedding, a playful take on the struggles of pronouncing Gewürztraminer—now simplified to "#ItsJustGew."

Our team’s challenge was to craft a story that would make this beloved wine approachable while maintaining its rich heritage. The campaign centers around a wedding scenario, where the pronunciation of “Gewürztraminer” becomes a comical focal point. Through storyboarding, script development, casting, and art direction, we brought the concept to life with humor, turning what could be a stumbling block into a source of entertainment.

The video featured a custom bottle costume and a quirky wedding setting, filmed at Affinity’s historic Mare Island mansion, bringing the concept to life in an engaging and visually appealing way. The 60-second video, optimized for Instagram and short-form ads, captured the essence of the campaign—embracing the joy (and let’s be real, the struggle) of pronouncing this iconic wine.

The “It’s Just Gew” campaign resonated deeply with younger audiences, breaking through the traditional mold of wine marketing. It also successfully highlighted the versatility of Gewürztraminer in an unexpected way, allowing Fetzer to connect with a wider, more diverse audience. Beyond the video, the campaign was amplified through the Fetzgiving activation, reinforcing the message of the wine’s "perfect pairing" for holiday meals and fun moments.

This campaign successfully shifted perceptions of Gewürztraminer, making it more approachable, engaging, and memorable, all while breaking away from the typical wine industry narrative.