​the situation  

The wine aisle was packed with choices, but women didn't feel confident committing to any of them. ​

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the insight  

Kim Crawford was like the little black dress of the wine aisle - timeless, reliable, and always a crowd-pleaser. 

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the strategy

Position "Kimmy C" as the confidence you can borrow - a ​crisp, crowd-pleasing choice you can dress up or down to fit any occasion. 

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the idea

We launched "Make it Amazing" - a campaign where real women could see themselves, featuring a diverse cast of characters owning every occasion with confidence, swagger, and Kimmy C. 

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the results  

• Grew brand awareness +30%.

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

• #1 Sauvignon Blanc in the category. 

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more highlights   

• Led the development & rollout of Illuminate, a new low-ABV innovation. 

• Built & executed a scalable social playbook. 

• Activated in partnership opportunities like the U.S. Open & Black Girl Ventures.