The Uncommon

As the very first English sparkling wine in a can, The Uncommon is a new way for everyone to enjoy wine. So, when it came to its social-first launch campaign, the same-old floral clichés just weren't going to have the legs.

I helped the brand find a new way of talking — an unexpected, democratic approach that wasn't exclusive to grape buffs and champagne connoisseurs. Creating a movement that gives people more license to talk about the feeling or sensations associated with this canned wine, rather than quaffing about its exquisite fruitiness or lasting notes.

As for The Uncommon itself, well, they start by saying It's Bubblin'.

Agency / EveryFriday  
Year / 2020 
Designer / @joebaglow

It’s Bubblin’ is an idea that encourages people to describe our wine in uncommon ways. It can speak to the flavour and ingredients, to the sensation of that first sip, to the build-up to a huge event, or even the excitement of finding four cans on your doorstep. It’s a flexible expression that goes beyond words, providing a base for us to communicate in completely different ways and a sign-off that sums up our wine and the feelings associated with them perfectly.

It's Bubblin campaign idea

An Uncommon tone of voice

Our tone is not contained in one voice, but to the countless personalities who enjoy our wine. It should therefore channel the spirit of these individual characters, complementing our British, relevant and inclusive principles with their own vocabulary and expression.

The Uncommon is for everyone. Our voice is everyone.

The Uncommon's tone of voice

The Festival
Tones of loud shirts and over-priced carousels, paired with the distinct notes of an unseasonal heatwave.

The Commute
The legs of an eleventh-hour dash teamed with soothing notes of a free seat and extra-long weekend.

The Jazz
A dance of melancholy blues, caramel voices, and an out-of-nowhere improvised horn solo.

Capturing moments

To show you don’t need to know anything about the fruitiness or notes of wine, we asked four influencers — Lisa Lloyd (@lisa_lloydpaper), Cat Hepburn (@cathepburnwrite), Paula Sutton (@hillhousevintage), and Mark Large (@1lrg) — to express the taste, the design and the feeling of The Uncommon in their own unique way.

Introducing our Uncommoners

Most people are terrified of the blank white page. Not @lisa_lloydpaper. We asked her to describe The Uncommon wine in a way only she could. And, only two paper cuts aside, she did not disappoint #itsbubblin

Lisa Lloyd's Instagram caption

Like this? Why not...

Turn the plain-good into the feel-good with Light & Free.
Celebrate 20 years #bettercloser with Eurostar.
Or flip the V with Wicked Kitchen.