Agency Squid Uncorks “Keep it Light with Libby” Campaign

By The Minneapolis Egotist / October 10, 2023 /

In 2023, Libby Wines will be selling three blends (white blend, rosé blend, and red blend) through the traditional wholesale network in standard 750ml bottles as well as “on tap” (in kegs) through the off-premise channel. Because Libby carbonates their wines during bottling, the brand saw an opportunity to replace slow-selling, on-tap beer.

Wines traditionally, because of the requirements they need, have to set up their own line systems parallel to the tap beer line. As on-tap beer has been diminishing, lines for new products have opened up. This delivery system also addresses the age-old issue of on-premise accounts wasting product that goes bad after a day or so of being opened. Libby is manufactured and kegged so it can be placed within on-tap beer lines without any additional effort from accounts.

Overall, the wine category has been flat or declining in the last 20 years, making it one of the toughest categories within the industry to enter. Libby was looking to innovate and challenge tradition by providing a carbonated option at lower calories and ABV that can be served on tap. The goals were to educate on-premise accounts and potential consumers on this new brand and align it with their lifestyle/business in order to gain traction nationally.

The “Keep it light with Libby” theme was created to break down barriers and support the goal of making the brand approachable. The visual style was four distinct illustration styles that blended together to represent the complete Libby story with different emotional cues and visual representation. Agency Squid took these styles and applied them across a dynamic, custom system to account for different on-premise accounts, paid media activations, social, and retail signage.

_{[Images and GIFs provided by Agency Squid.]}