Kendall-Jackson targets new demographic with MWW

SONOMA COUNTY, CA: Kendall-Jackson Wine Estate has selected MWW to handle communications for an integrated initiative to engage Millennials.

SONOMA COUNTY, CA: Kendall-Jackson Wine Estate has selected MWW to handle communications for an integrated initiative to engage Millennials.

The winery picked MWW to work on the “Goes Well with Friends” campaign following an RFP. The agency's Los Angeles and New York offices are leading the 90-day effort.

Kendall-Jackson, which has a core customer demographic of Baby Boomers, wants to engage consumers between the ages of 25 and 40 because that is where “the future lies,” said Caroline Shaw, EVP and chief communications and marketing officer at the company. She added that Kendall-Jackson does not have a PR AOR.

To reach this audience, the brand launched a free mobile app for iOS and Android devices that was created by GlobalWorks, Shaw said.

With a team of seven staffers on the account, MWW is working to promote the app and campaign through a mix of traditional and social media outreach, as well as blogger engagement, said JP Schuerman, EVP and GM of MWW Los Angeles.

The app changes the traditional outlook of pairing wine with food by encouraging consumers to pair it with social situations, colors, and moods.

“Our role has really been engaging the Millennials,” explained Schuerman. “The Millennial demographic is all about their own sense of self discovery, and this is just so perfect for them because it allows them to do their own discovery.”

Schuerman said the agency has been working on a “heavy blogger-engagement program” to bring the campaign to life, where bloggers at least 21 years old sample the wine with complimentary foods.

He added that over the next six to eight weeks, the agency will host “roundtable” events in various cities, inviting consumers, reporters, bloggers, and influencers to try the wine and experience it in new ways.

Shaw said that “crowd sourcing is an integral part” of the campaign. Fans can see what their friends are saying on Facebook about different wines or how they are pairing Kendall-Jackson wines.

“We want wine to be more accessible and snob-free,” she said. “We feel this campaign will make it snob-free.”

While the brand wants to connect with a younger demographic, Shaw said it does not want to alienate its core audience, which is why the app also has educational aspects for people of any age. The app explains what flavors are in each wine and the temperatures they should be served at.

Since launching the app in the iTunes Store 10 days ago, it exceeded Kendall-Jackson's expectations by hitting the No. 4 spot in the food and drink category, Shaw said. She added that her initial goal was to be in the top 25 out of the 500-plus food and drink apps in the category.

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