Mark West Men’s Health

PINOT UP + ULTIMATE MARINADE CHALLENGE + MEN’S HEALTH AD

We partnered with Mark West to bring their men’s wellness initiative to life both in and out of store.

Their national campaign, Master of One, created the perfect halo for the men’s wellness platform—always striving to make things better and aiming for exceptional. We leveraged their established tone and visual identity in our awareness efforts. After aligning shopper insights, key occasions, and brand objectives, we landed on the sweet spot: Mastering Well-Being—discovering ways to achieve a state of health, happiness, and prosperity.

This sweet spot ultimately inspired our program call-to-action: Pinot Up. When you "Pinot Up," you're taking a step toward mastering elements of your life. This became both a rallying cry for our men’s health awareness efforts and an ownable platform with room for future extensions (like spring healthy grilling and Movember).

So, what did this ultimately become? In addition to standard retail POS, we launched the Ultimate Marinade Challenge, inviting shoppers to submit their best marinade recipes for a chance to win. We supported the program in-store with shipper displays, tear pads, neck tags, bottle toppers, SLOs, and more. We also ran a print ad in Men’s Health magazine (see concepts below), where we featured the winning recipe and/or winner. The contest was a huge success and continued into the following year.