Paso production company targets millennial market

–Paso Robles production company Juice Media has worked to craft a new web ad series for J. Lohr Wines.

J. Lohr Wines is a universally recognized brand that boasts 40-plus years as an industry mainstay. Historically, the California-based winery had not reached out to younger audiences.

“We combined the best production value possible with some incredibly talented up-and-coming-comedic actors.” said Juice Media owner and creative director Dina Mande.

#YouKnowJLohr introduces Millenials to a host of real life characters grappling with honest wine conundrums, such as a yearning young professional who grapples what to bring to the bosses’ party, or an exasperated 20-something who contends with the “ginormous wall of wine” at her local grocer.

More than 100 actors vied for parts in the eight-video series, which includes six consumer commercials and two internal J. Lohr sales videos.

The series centers around J. Lohr’s flagship wines: J. Lohr Estates Riverstone Chardonnay and Seven Oaks Cabernet Sauvignon.  It includes video, social media, and Web advertising, complemented by trade and consumer print advertising, POS and branded merchandise, with all the photography also shot by Mande.

To view the videos, visit jlohr.com/YouKnowJLohr.