Haygarth will handle the August relaunch of the brand, overseeing creative across press, posters, on-pack promotions, on-trade activity and a new website.
The first campaign uses statistics such as "9 out of 10 people would leave the house naked for 拢1m", alongside the strapline "Open up over a Stowells".
Haygarth said the objective is to position Stowells at the centre of a social occasion and as the "facilitator of fun and engaging conversation".
Clare Griffiths, vice president brands marketing at Stowells, said: "We've deliberately tried to challenge conventional wine marketing by creating a fun, engaging and proactive campaign."
Stowells is part of the Constellation Group, which also produces Corona Extra, Black Velvet, Hardys, Banrock Station and Blackthorn.
A national on-pack promotion will feature a free Stowells 'Open Up' game on wine bottle-neck tags. The game will pose moral dilemmas in order to stimulate debate.
Press ads will run across women's weekly titles including OK!, Woman, TV Choice and Reveal, with 96-sheet posters running in Manchester and Birmingham.
AMS Media is handling media planning and buying, and Hill & Knowlton will work on a PR campaign.
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