This FitVine Wine campaign was created to reframe how consumers emotionally connect with a “better-for-you” wine brand. At the time, the category was dominated by functional claims around sugar, calories, and carbs, leaving little room for aspiration or lifestyle relevance. The risk was becoming transactional. The opportunity was repositioning FitVine as a brand people wanted to drink, not just one they felt justified choosing.

Agency Squid developed a video concept that intentionally moved beyond nutritional messaging and into modern lifestyle storytelling. The work focused on real moments, social energy, and everyday confidence, placing FitVine naturally into occasions where wine already belongs. Instead of explaining the product, the film showed how the brand fits into the lives of consumers who value balance, enjoyment, and self-awareness without sacrifice.

From a strategic standpoint, the video was designed to function across paid social, digital video, and brand channels, ensuring flexibility and longevity. Creative decisions prioritized authenticity, pacing, and visual restraint, allowing the brand to feel credible rather than performative. This approach helped FitVine evolve from a product-led narrative to a brand-led one, strengthening emotional connection while still supporting performance goals.

The campaign played a critical role in elevating FitVine’s brand perception, helping it stand apart in a crowded wellness-driven wine space. It demonstrated how video, when grounded in strategy and cultural understanding, can shift brand meaning, not just drive impressions.