Bartles and Jaymes is well remembered for its folksy television commercials, created by Hal Riney (an advertising God), which ran from 1984 to 1991. Two older gentlemen characters, Frank Bartles and Ed Jaymes, engaged their audience on a porch and spoke matter-of-factly about their new business venture as they took the wine cooler industry by a relaxing storm.
These guys really are the forefathers of relaxation.
There are like 200+ ads of them just sitting on a porch talking about the joys and sorrows of starting a new business. But after 1991, Bartles and Jaymes pulled back on their marketing efforts and slowly became a calming spirit of the past.
As an intern at Barkley, I was enlisted to scrub through all 200+ of these ads to find a way to connect the Frank Bartles and Ed Jaymes of the past with new Millennials of the present.
Here's one of the original ads:
And here are the new ones.
The copy from the original ads mixed with inquiring questions from present day folks creates a Q&A with the modern consumer. All actors featured are men and women, incredibly unique souls, we found on the beaches and streets of Miami.
I then wrote copy for Frank and Ed's new and improved website. "The Most Relaxing Website in the World."
I don't drink, but my creative directors liked my flavor descriptions enough to place them on the website and make them official. Pretty neat.
Since we constructed the most relaxing website in the world, we decided to automate an entire "get-to-know-you" section so you can enjoy your Bartles and Jaymes, kick back, relax, and learn more about a drink that I've never tasted.
Thank you Jordan Briendel, Jeremy Gilberto, Berk Wasserman, Chris Cima, and Bryce Richardson. Thanks for trusting me.