Having positioned itself as "America's wine superstore" for years, Total Wine found a disparity between its messaging, which predominantly emphasized low prices, and what truly resonated with its customer base. What customers loved most about the brand was the exhilaration of exploration and the thrill of discovering new products, all while maintaining the confidence that their beloved tried-and-true brands would always be readily available. In response, we conceived a campaign designed to evoke the sense of wonder and excitement that accompanies exploration. This initiative sought to redefine the brand as a destination worth the journey, teeming with an mind-blowing selection of undiscovered future favorites.