Info: This is a newspaper ad promoting Fat Cat New Zealand Chardonnay. The idea behind this ad is to position Fat Cat as a wine with some bite. Captured in the audacious headline and the allusion to claws in the copy is the bold attitude of their mascot, making the headline tilt off-kilter while smoking a fat cigar.
Headline: Kitty’s Got A Fat Ass.
Copy: At 50% malolactic fermentation, this full bodied wine still has the claws to help you dig into your favourite chicken, fish and pasta dishes.
Art Direction and Copy: Geoffrey Villanueva