Inspired by the edgy world of the Casino this disruptive brand responds to the brief from Gonzalez Byass to create a Red Blend wine for an overtly masculine public.
Ace Kicker is sold largely in the USA. The challenge was to come up with a possible alternative for traditional beer drinkers, for men who are not afraid to drink wine.
The story telling builds on the world of the Casino using the iconography of the playing card reinterpeted in a gutsy way to create a strong stand out brand.
In the game of poker, the “kicker” is the highest unpaired card that is in a player’s hand – the winning card!