Chrysalis Viognier Award Consumer Magazine Ad
A HUGE METAMORPHOSIS FOR THIS
When the average person thinks of great American wines, California, not Virginia, most likely springs to mind. Except in the greater Washington, DC area, where one local Virginia winery made a national name for itself when in 2001 its Viognier beat out the presumptive favorite California Chardonnays to win Best White Wine in America.
The featured spread print ad and :30 television commercial emphasized the incredible unlikelihood of this happening, in a fun and unusual way, in the process starting to change the conversation about Virginia wines. The direct campaign that follows, and the :15 television commercial campaign that complemented it, continued the momentum started by the Best White Wine in America win, changing the conversation to legitimize Virginia wines and helping to make Chrysalis a household name. In the process, it generated so much traffic at their tasting pavilion that they had to pave the access road that had been nothing but gravel since pre-Civil War times.