A marketing phenomenon emerged unexpectedly for Total Wine & More when a radio advertisement gained viral traction on social media. What began as an innocuous jingle with memorable lyrics soon transformed into a cultural moment embraced by both customers and staff. This unforeseen success prompted executives to capitalize on its popularity, crafting a comprehensive campaign centered around the song. Featuring a talented Austin-based musician, the initiative expanded into a vibrant music video filmed at a Texas retail location.

This strategic move aligned perfectly with the resurgence of jingles in advertising, even though the company had not initially intended to ride this trend. According to Keith Colbourn, Chief Marketing Officer of Total Wine, “While we wish we could claim credit for staying trendy, that wouldn’t be truthful. Our cool factor was unintentional.” Partnering with Ampersand Agency and Hashtag Studios, the business is now executing its largest advertising expenditure yet. The multimedia approach spans traditional television, connected TV services, digital platforms, audio formats, and social networks, estimated to cost anywhere from five to ten million dollars.

In a challenging economic climate marked by tariffs, inflation, and fluctuating sales within the alcohol industry, Total Wine's "Find What You Love" campaign stands out as a beacon of innovation and adaptability. By investing significantly in creative content that resonates emotionally with audiences, companies can navigate difficult market conditions while fostering brand loyalty. Such efforts underscore the importance of embracing authentic connections and seizing opportunities presented by consumer feedback, transforming simple ideas into impactful marketing successes.