emBRAZEN:
History Unscrewed
Client: Treasury Wine Estates
OVERVIEW
78% of women globally feel it has never been a better time to be a woman. 82% of women want to see more inclusion of female achievement in history books, with nearly 60% of women feeling that women’s achievements have been airbrushed out of history. 86% agree that femininity is a strength and not a weakness.
In 2017, within this cultural context of new wave of feminism, Treasury Wine Estates and J. Walter Thompson came together and identified a key insight:
While women already 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, lite wines, white wines “for her”).
Rooted in this insight, we set out to do away with the pinkwashing and condescension, and create a wine offering that speaks to millennial women with relevance, authenticity, and credibility.
CHALLENGE
Introduce a new product into a crowded category, that would excite both retailers and resonate with our target without being seen as riding the coat-tales of female empowerment or worse taking advantage of it.
SOLUTION
emBRAZEN, a bold series of wines that celebrates brazen, powerful women. emBRAZEN was developed from the ground up to be more than just a wine. The goal for emBRAZEN was to become a platform that sparks change by highlighting the overlooked stories of bold and brazen women of the past, and by supporting the trailblazing women of the present.
Featuring; Josephine Baker, Nellie Bly and Celia Cruz at launch and Augmented Reality-enhanced labels that brings these heroines to life— speaking directly to shoppers, sharing their history. We launched this new product with a campaign that shines a spotlight on the next generation of trailblazers: the Take Up the Torch program celebrates, shares, and rewards the efforts of local women who are driving change in their communities.
By pairing innovative technology with a purpose-driven brand story, emBRAZEN transcends the category and brings new – and long overdue – voices and perspectives to the wine aisle.
RESULTS
- EmBrazen “has probably been the fastest-listed brand in the retail trade that I’ve seen,” observing that many large retail customers have listed it outside their normal reset cycle.
PRESS
CREDITS:
Sean DallasKidd, Executive Creative Director
Chelsea Nobbs, Sr. Art Director
Liana Ogden, Sr. Copywriter
Scott Iverson, Jr. Art Director
Kendall Brown, Jr. Copywriter
Dora Lee, Director of Production
Lindsay Tomek, Sr. Account Director
Stella Guimaraes, Sr. Account Executive
Tactic Studios, AR Production
NEW PRODUCT DEVELOPMENT
SALES PROMO VIDEO
A/R EXPERIENCE
SHOPPER CAMPAIGN
LAUNCH NOTE
Take Up The Torch was the shopper marketing program developed to create a platform and support for woman working to drive change today. The public could nominate women who have "taken up the torch" the winner would be awarded $25,000 by TWE to continue their fight and shatter expectations.