When Reality TV Met Reality Wine: A Love Is Blind x Cupcake Vineyards Hit
To celebrate Valentine’s Day and the Season 6 premiere of Love Is Blind, Cupcake Vineyards and Netflix partnered to launch Love Is Wine—a limited-edition golden Chardonnay inspired by the show’s iconic gold goblets. The campaign brought a real piece of the show into fans’ homes and elevated Cupcake as a culturally relevant brand in the process.
Designed to mirror Netflix’s own premiere tactics, the rollout unfolded in three stages. Two teaser videos brought fan-favorite cast members back to the pods, sparking viral speculation about an “all-stars” season. But the twist was revealed in the final launch video: they were falling in love with Cupcake’s Chardonnay, not each other.
Through influencer collaborations, a Netflix Ad Tier integration, a fan sweepstakes, and an immersive AR experience, the campaign seamlessly merged entertainment and consumer marketing—earning massive cultural buzz and record-breaking engagement.
Love Is Wine had to cut through a cluttered cultural moment—Valentine’s Day, a major Netflix premiere, and the competitive wine category—all at once. The goal wasn’t just to sell bottles, but to make Cupcake Vineyards feel essential to the Love Is Blind experience.
The anticipation started early. When TMZ leaked a trademark filing for “Love Is Wine” nine months before launch, fans lit up social platforms and podcasts with theories and excitement. The campaign smartly leaned into that buzz with a Netflix-style teaser rollout: two videos—shot on the Love Is Blind set—featured alumni cast members and hinted at a new twist. For 48 hours, fans were convinced a spin-off season was coming. Then came the reveal: it was all for Cupcake’s golden Chardonnay.
The full campaign spanned social media, influencer activations, and in-show product integration. Exclusive behind-the-scenes content fueled earned media, while fans were encouraged to post their own bottles at at-home watch parties. An immersive AR experience and a sweepstakes (with a Love Is Blind-inspired honeymoon trip) added interactive layers. Coverage from People, Cosmo, E! News, and others amplified the story, helping cement Cupcake’s role in the cultural conversation.
19M
organic video views across launch content
376M
impressions generated from influencer partnerships
98%
completion rate on the Netflix Ad Tier
24 hours
to sell out the product on Cupcake’s website