This integrated marketing campaign (IMC) was developed to position Oliver Winery as a go-to destination for college students, particularly those newly turned 21, looking for a fun and approachable wine experience. The campaign leverages storytelling, sensory-driven messaging, and strategic media placements to increase brand awareness and engagement among young adults in Bloomington, Indiana.

Through in-depth research, including a site visit, the campaign identifies key challenges and opportunities for Oliver Winery. While the winery is well-known for its high-quality, locally sourced wines, its location outside Bloomington poses a barrier to college students. To overcome this, the campaign emphasizes the emotional connection between taste, scent, and memory—positioning Oliver’s sweet, approachable wines as a way to bring comfort and nostalgia, making it an inviting escape from academic stress.