Cool Is Hot

Advertising campaign celebrates Michigan’s cool-climate wines

If you’ve been driving around metro Detroit or Grand Rapids recently, tuning in to local radio stations, or looking up at billboards, chances are you’ve come across these three words: Cool Is Hot.

Launched just in time for Michigan Wine Month, the Cool Is Hot advertising campaign is promoting the state’s cool-climate wines with bright, eye-catching graphics on billboards, online, and in print throughout May. There’s also a radio commercial (below) featuring a custom dance track to accompany the Cool Is Hot message.


Cool Is Hot is the first ad campaign from the Taste Michigan brand created by the Michigan Wine Collaborative and Royal Oak-based ad agency Factory Detroit Inc. The goal of the monthlong campaign is to raise awareness of, foster interest in, and promote responsible consumption of Michigan wine.

When they were designing the campaign, the team from the Collaborative knew they wanted to reach people who weren’t already familiar with Michigan wine.

“We want this to be a way that Michigan wine is accessible, welcoming, and just encouraging new consumers to try Michigan wine and visit the wineries and vineyards and become part of the Michigan wine industry,” says Emily Dockery, the executive director of the Collaborative.


Education is another core piece of the campaign. Cool Is Hot highlights what makes Michigan an exceptional wine region: The state’s climate and geography are uniquely conducive to growing cool-climate grapes such as Riesling, Chardonnay, and Pinot Noir. The campaign’s snappy messaging also touches on lesser-known varieties such as Traminette and Frontenac and tells consumers what they can expect from Michigan’s “crisp” and “clean” cool-climate wines.

The campaign’s fun tone and “cool” imagery underscore what sets Michigan wine apart from others in older markets: “Michigan wine is inclusive,” says Brian Lillie, the vice president of the Collaborative. “It can be shared with anyone at any time and in any place, and it unites us. … That’s the most important message we want to get out in the industry.”

Keep your eyes (and ears) open for Cool Is Hot messaging this May, and visit to learn more.

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