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Black Eagle Wines is a brand of Napa Valley varietals with a socially minded twist: It’s the first and only wine made by and for the workers of the United Farm Workers. Black Eagle produces its very high quality wines to directly fund the foundation and members of the UFW. Inspired by Cesar Chavez and his important work for worker’s rights, the “No Grapes” campaign was central to the choice of wine as the vehicle for fundraising. Our brand advertising campaign was rooted in the tagline we penned for the label: “When you raise a glass, you raise the flag.” The Ocean Group was honored to take on this project. We developed a brand strategy and an online and direct marketing campaign targeted to core Latino professionals. We helped Black Eagle establish a long-term messaging, personality and tone for the brand. Then, we created an e-commerce site to help reach those professionals. Within the e-commerce site, we integrated a legal compliance and tax system to ensure that they could ship wine legally across the country and adhere to complex regulations. As a result, Black Eagle Wines is thriving and providing their members the support they need. Wine with a higher purpose. Sip on.
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