An Integrated Campaign 
What is the communication opportunity?
The advertising hopes to make Charles Shaw wines more accessible to the target audience. The primary objective is to use a strategy that will make the perception of Charles Shaw wines more hip and something cooler to drink than liquor or beer. We hope to create the desire for wine among younger drinkers. 

Target Audience:
The target audience is between the ages of 21 and 35. They are considered the cooler crowd and other people seek out their lifestyle. They like current music that other people don’t yet know about. They pride themselves on knowing things before other people do. They have a sense of confidence about themselves because they are concerned with image.  They drive cheap cars and expensive cars depending on their family and upbringing and they have stylistic hobbies.  They have a bike rack on their car or a surf rack. Their DVD library consists mainly of foreign films and is organized by directors such as Jean Luc Godard, Truffaut and so on. They