Mobile app copy / tone of voice creation / digital marketing
Plonk is the antidote to wine snobbery and foolishness. It's a wine app designed to engage a younger audience who know sweet F.A. about noble rot and oak ageing.
Bibendum Wines asked me to help create the app's playful tone of voice before getting to work on the app content, writing the B.S.-free guides to scores of grape varieties, wines regions and food pairings.
It was a hit when we released it in 2013, with 80+ pieces of coverage since launch. It was featured in The Guardian's Top 10 Wine Apps, Stylist, The Independent and The Daily Mail. With well over 100,000 downloads to date, it created a rich data source and unique understanding about how young people are interacting with wine.
Bibendum came back to me in 2016 as they were expanding the app's functionality and needed to add more content. I rolled my sleeves up and gamely glugged down a glass or two.