Thursday, July 18, 2019

On that Kefraya Moment where nothing much happens

Thankfully wine brands are breaking away from that silly burgundy earthy color palette to go wilder, bolder, more interesting and in the case of the new Kefraya moment (yes, with a hashtag #kefrayamoment) quite colourful and a bit pop. I like the concept a lot, the Kefraya moment is - well - that moment where nothing much happens. You soak up some some sun? You are on the terrace? You share a bit of gossip? All while holding your Kefraya cup in hand? I could argue and be a party spoiler that I am not a big fan of how "moment" was written but that is OK, in the end this is a beautiful summerish campaign designed for what wine is really for - nothing much. And that is the beauty of it. It is nice someone finally figured it out.

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