challenge 

Kim Crawford had a highly devoted fanbase, yet still remained a hidden gem. 

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problem 

The ​wine category was intimidating and superficial A.F.

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insight 

Kim Crawford was like the little black dress of wine. 

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strategy

The confidence you can borrow -- a ​crisp, crowd-pleasing choice you can dress up or down to fit any occasion. 

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idea

We created a world that real women could project themselves into. Using a diverse, inclusive cast, we showed women owning any occasion with confidence, swagger, and Kimmy C. 

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results 

• Grew brand awareness +30%

• Grew brand sales volume +34% (in first 3 months ad was on air) 

• #1 Sauvignon Blanc in the category