Naked Wines puts people before politics with new campaign ‘The After Party’

As election season hits fever pitch, Naked Wines is cutting through the noise with a campaign that swaps tired slogans for real substance – and wine.

Launched this week, The Naked Wines After Party is a national campaign from independent creative studio Supermassive that ditches the political theatre in favour of authenticity, community, and a decent glass of red. Fronted by comedian and wine bar owner Matt Okine, the campaign taps into growing voter fatigue with a simple pitch: less whining, more wining.

Positioned as “a party without the politics,” the push is designed to build long-term brand affinity, reinforce Naked’s positioning as a champion of independent winemakers, and nudge customers toward a better way to drink, one with purpose.

“I’ve seen how hard independent winemakers work just to get their bottles on shelves,” said Okine. “This campaign is about backing the people who make great wine - and stripping away the fluff that distracts from it.”

Activations will include cinema ads in Sydney and Melbourne, radio, print, and roaming human billboards in high-traffic voting spots like Martin Place and Bondi Junction. The first 100 people to join the After Party will receive a curated six-pack of wines for free, a move Naked says is part reward, part rallying cry.

CEO Paul Connell said the campaign reflects a broader evolution in strategy. “We’re moving away from loud discounting and leaning into storytelling, community and shared values,” he said. “Politics and the wine industry have more in common than you’d think - backroom deals, hot air, and a system that doesn’t always work for the little guys. This is our way of challenging that and offering something better.”

Backed by the brand’s Ideal Conditions Report, which found 63% of Australians would buy more wine if they knew winemakers were getting a fair deal, the campaign plays squarely into consumer appetite for transparency and ethics.

"If there's one thing Aussies love, it's honesty. Political parties? Not so much," Supermassive creative partner Adam Smith said. "So we swapped politics for pinot and created a party that won’t take four years to recover from.”