Haier, Inc Wine Cellar: Print Ad

Strategy:

According to market research, the high-end of the wine refrigerator market was approaching saturation, while ownership was beginning to trickle down from luxury item level to a more pedestrian level.

The creative strategy called for convincing mid-level consumers that specialty wine refrigerators were no longer a “splurge.” Multiple versions of this ad were developed and placed based on media buys.

Copy:

Just as there exists a wine for every meal; so exists a Wine Cellar for every taste.