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Campaign Imminent: GrapeStars taps PR AOR to fuel brand awareness (Score 44)

GrapeStars, a celebrity-based alcohol delivery app, selected 5W as its PR AOR to build brand awareness of the relatively new brand.

GrapeStars allows celebrities to promote their wine and spirits brands straight to their fans, using social media via the first-ever virtual D2C sales channel. As of now, the company connects fans with alcohol products and brands from 200+ celebrities such as Jon Bon Jovi, Sting, Jay-Z, Usain Bolt, John Legend and Bruno Mars. According to 5W CEO Ronn Torossian, "GrapeStars is unintentionally launching at a time where consumers are shopping online in favor of instore. Knowing there's a single platform where you can find exactly what you want and have [it] delivered to your door is more than enough to entice new users."

In the coming months, the company will not only be a marketplace, but it will also provide a social media platform where fans can interact with celebrities via AR and AI and connect with other fans.

As of now, we do not see any national ad spend for GrapeStars; however, this will likely change as it pursues growth. Its D2C model and celebrity endorsements lead us to believe that its target demographic will primarily consist of drinking-age (21+) Gen-Z and millennials; we also expect GrapeStars to utilize digital channels before utilizing other types of media.

Agency & martech readers - As you know, PR hires often precede other agency reviews. Reach out soon to see what work you can secure.

Jean-Jean Pelletier
Founder, President & Chief Executive Officer
jjp@grapestars.com