SUMMER WATER
The situation: Summer Water, the favorite child of Winc’s brand portfolio, was ready to go solo.
The response: To help the brand scale digitally we delivered a creative DTC platform with built-in Rosé membership for the Summer Water fans who wanted their rosé on repeat. Fresh brand videos and creative assets were used across digital and paid media to drive awareness and generate revenue in-store. Mix in some seriously fun summer parties across the country, and we’ve got ourselves a brand launch! In the end we were able to cement ourselves as the true owners of summer, and make it easier than ever for people to stay in a perpetual summer state of mind (drunk).
VIDEO
On a budget tighter than our lead actor’s Speedo, we created three cheeky spots to cement ourselves as the rosé of summer. Our anthem is an ode to summoning the elusive ‘summer state of mind’, and two eccentric vignettes, to remind people that just because we’re a seriously good rosé, doesn’t mean we take ourselves too seriously.
E-COMMERCE SITE
With the help of our talented friends at Pointer, we designed and developed a new e-comm home for the Summer Water family. Site copy written by yours truly. Take a poke around and guess which things I had to fight our legal compliance team for :)
PAID SOCIAL ADS
Can’t launch a DTC brand without some UGC style performance ads, am I right? These were created using existing influencer content, plus some stuff I shot on my iPhone at the pool because it’s good to be scrappy.
OFFICIAL SPONSOR OF SUMMER EVENTS
At launch we kicked off 8 events around the country, starting with Gov Ball in NYC, where festival goers could kick back and enjoy a glass of rosé in our retro backyard themed booth, followed by 2 days of yacht parties on the Hudson River (influencers love yachts this is science), and ending with a media filled fun-fest at LA hotspot, The Bungalow.
And of course email, because you gotta keep your customers engaged with cute little inbox love letters, right? Oh yes and drive sales.
Creative
VP, Creative & Brand: Shiloh Gray
Creative Director: Leona Frey
Art Director: Jessee Fish
Design: John Jesz
Lifestyle Photography: Jack Strutz
Product Photography: Wild Joy Studio, Margeaux Walters
Director: Dan Henry
Editor: Andrew Henry