Pacific Rim’s wine portfolio includes dry and sweet Riesling, Chenin Blanc, Gewürztraminer, and a few blends, but the brand identity of “Riesling Rules” pervades all communications. In the hands of a creative marketer, 15 years of sweat and research can be boiled down to one word: BOING. That’s the tag line Shawn Bavaresco and his team created to launch Nike’s groundbreaking Shox technology ten years ago. He took a risk condensing the Shox design developed by Nike’s engineers to one slightly goofy line, he said at the Washington Wine Industry conference in Yakima December 10. But the campaign worked because […]