Featured Partnerships
Kim Crawford
Helping a leading New Zealand Sauvignon Blanc shine at retail
Helping a leading New Zealand Sauvignon Blanc shine at retail
- Ongoing Brand Development
- Creative Strategy
Kim Crawford is a cult-like favorite among New Zealand Sauvignon Blanc drinkers. Renowned for its unmistakable taste and the lifestyle it promotes, the brand has become about more than just (amazing) wine. Over the years, we’ve been tasked with helping the brand retain its noteworthy status through integrated planning and on- and off-premise pull-through.
Leveraging the brand’s Savor Amazing platform and the Golden Hour campaign, both about appreciating life’s little moments with friends, we conceptualized seasonal storylines for broader activation.
During the Holiday window, we looked to “Make Every Gathering Golden”—complete with a key visual, hangtag, giftbox, and microsite with gathering ideas and pairings. We maximized the campaign’s gilded effect for a celebratory, seasonal appeal that could extend into the NYE window.
For the summer window, we ideated the Summer Social Club: an inclusive consumer space welcoming all at first sip. In addition to our retail and digital assets, this program was supported on a larger scale including an activation at Coachella. The launch of the Social Club was so successful in building band equity and consumer participation via a sweepstakes, that it was renewed for a second year.
In addition to our ongoing strategy and programming role with the brand, we have supported new product launches with social content, photography, and event materials.
