raise your can :
client - babe rose
context - student project, 2020
challenge :
raise awareness and purchases of babe rosé in major cities across the U.S. among women 21-35 that enjoy bubbles, brunch, socializing, etc.
strategy :
insight :
but first, who are the kind of women that drink rose from a can? who are the babes?
wine moms. wine moms poured and sipped so babes could crack one open and chug.
wine moms may have raised our target, but the grape falls far from the vine. babes are the complete opposite of their predecessors. as millennial + gen z, they still love wine but they value 3 specific things: cost, convenience, + sustainability.
appeal to the target by highlighting how babe canned rose provides these 3 benefits, while normal bottled wine does not.
"wine mom"...defined :
manifesto :
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print :
ooh :
celebrity partnership :
partner with p!nk for a special babe remix of her classic hit raise your glass.
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