​problem 

The ​wine category offered plenty of choices, but none that women felt confident committing to. 

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insight 

Kim Crawford was like the little black dress of wine. 

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strategy

'Kimmy C' is 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 

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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