An intoxicating trip through the senses.

SITUATION Once a provocative leader in the wine aisle, Ménage à Trois had gone quiet. Newer brands like Josh, 19 Crimes, and Apothic were commanding attention with bold shelf presence and aggressive marketing. Despite its unforgettable name and signature blends, Ménage à Trois was losing visibility and cultural relevance. TASK Reestablish Ménage à Trois as a top-of-mind, emotionally resonant brand. Drive growth and distinction in a saturated category—without falling back on dated wine tropes or lifestyle clichés. ACTION We set out to create a campaign that didn’t show people drinking wine—it made them feel like they were. Inspired by the emotional ambiguity of the Rorschach test, we developed a sensory-forward visual language where every frame mirrored itself—abstract, symmetrical, and open to interpretation. Key elements included: • Concept: Visual storytelling rooted in balance, both structurally and emotionally, echoing the brand’s signature three-grape blends. • Art Direction: Designed with mirrored compositions and lush metaphors for tasting notes and mouthfeel—like a wine-soaked Rorschach. • Original Score: Wrote and produced a seductive, original music track that elevated the commercial impact. • Execution: Launched across TV, digital, social, and retail. Developed full POS and shelf kits to unify the brand experience. Designed every touchpoint for autoplay, silent play, and high-impact environments. RESULT In just three weeks: • 25M+ impressions at $4 CPM—outperforming industry benchmarks • +25% depletions and +7% growth in velocity • 3% sales lift and Top 10 status in the 750ml category • Highest social engagement of the year for the brand, with a +10% engagement rate and the lowest Instagram Stories CPM among Trinchero brands • Unpaid praise from influencers like The Wine Curmudgeon, who typically ignore advertising entirely REFLECTION The Rorschach-inspired visuals didn’t just mirror the wine—they invited emotional projection. By turning balance into art, we reignited Ménage à Trois’s original seduction. In a noisy category, we whispered something unforgettable.