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Josh Cellars' long-standing social strategy largely focused on the brand's existing Gen X and Boomer customer base. So when Josh went viral overnight with an entirely new Gen Z audience, we knew we needed to capitalize on the moment to recruit this younger generation into the wine category. We pivoted the brand's social media strategy in real time to lean into the cultural conversation and have some fun.
EFFIE AWARDS GOLD - BEVERAGES, ALCOHOL
EFFIE AWARDS BRONZE - SMALL BUDGETS, PRODUCT
As Valentine's Day approached, we teamed up with Wendy's, the viral queen herself, and asked her to be our Valentine.
AD AGE CREATIVITY PICK OF THE DAY
WRITERS ME & KELLY CABANISS
ART DIRECTORS MADDIE LANE & CAROLINE ROBB
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