EMBRAZEN – BRAND LAUNCH
NEW PRODUCT DEVELOPMENT

JR ART DIRECTOR

Background:
Tasked with launching Treasury Wine Estates’ “next 19 Crimes,” we identified an insight: While women account for the majority of wine consumption in the U.S, the wine aisle still lacks an authentic POV for speaking to empowered modern women. (See #yeswayrosé and lite wines “for her”). So we set out to create a wine offering that does away with the pinkwashing and condescension – and which speaks to millennial women with relevance, authenticity, and credibility.

Idea:
EMBRAZEN, a bold series of wines that celebrates unapologetically bold, powerful women.

Developed from the ground up to be more than just a wine, EMBRAZEN is a platform for spotlighting women throughout history; AR-integrated labels share stories of women of the past, and its annual Take Up the Torch program supports trailblazers of the present with a $25,000 grant.

By pairing smart packaging with an unapologetically bold, purpose-driven brand, EMBRAZEN challenges femvertising clichés and brings new – and long overdue – voices and perspectives to the wine aisle.

Results:
Announced in August, 2018, EMBRAZEN is still very much in launch phase, but has already created massive PR buzz far beyond the wine aisle, garnering 165MM impressions to become Treasury Wine Estates’ fastest-ever listed new brand.

And on social media, EMBRAZEN’s Instagram community delivered an organic MoM growth of 204% from Jan-Feb 2019, compared to the industry average of 6-8%.

Press:

Credits:
Sean DallasKidd, Executive Creative Director
Chelsea Nobbs, Associate Creative Director
Liana Ogden, Associate Creative Director
Scott Iverson, Jr. Art Director
Dora Lee, Director of Production
Joanna Renteria, Social Strategist
Lindsay Tomek, Sr. Account Director
Stella Guimaraes, Sr. Account Executive
Tactic Studios, AR Production
JWT Female Tribes, Strategy

EMBRAZEN SOCIAL FY18-FY19

ART DIRECTOR

While women account for the majority of wine consumption in the U.S, the wine aisle still lacks an authentic POV for speaking to empowered modern women. (See #yeswayrosé and lite wines “for her”).

We set out to create a wine offering that does away with the pinkwashing and condescension — and which speaks to millennial women with relevance, authenticity, and credibility.

The result: EMBRAZEN, a bold series of wines that celebrates unapologetically bold, powerful women.

EMBRAZEN was developed from the ground up to be more than just a wine: it is a platform that sparks change by highlighting the overlooked stories of brazen women of the past, and by supporting the trailblazing women of the present. By leveraging innovative technology (Augmented Reality) to share a purpose-driven brand story, EMBRAZEN transcends the category and brings new — and long overdue — voices and perspectives to the wine aisle

Embrazen_Phone

Credits:
Sean DallasKidd, Executive Creative Director
Chelsea Nobbs, Associate Creative Director
Liana Ogden, Associate Creative Director
Scott Iverson, Art Director
Joanna Renteria, Social Strategist

OTHER NOTABLE PROJECTS

FY20 BRAND ACTIVATION STRATEGY (Art Director)