Kendall-Jackson Wine Estates
Goes Well With Friends
MWW (PR); GlobalWorks (creative and app development); Mediasmith (media buying)
Caroline Shaw, EVP and chief comms and marketing officer; John Maxwell, director of brand marketing; Gilian Handelman, director of education; Jason Hunke, VP of comms; Josh Camire, director of digital comms; Scott Stangeland, senior brand manager; Galen McCorkle, comms manager
Kendall-Jackson Wine Estates has always been connected to Baby Boomers, but with Millennials becoming an increasingly important audience, the family owned company launched the Goes Well With Friends integrated campaign aimed at engaging consumers between the ages of 25 and 40.
Caroline Shaw, EVP and chief communications and marketing officer at Kendall-Jackson, says the wine industry tends to be very traditional. "We want wine to be more accessible," says Shaw. "We feel this campaign will make it snob free, because we're talking to people in real language and letting them go to their friends, not just experts or winemakers."
The brand developed a free mobile app, K-J Recommends, to broaden consumers' perception on wine pairing says JP Schuerman, EVP and GM of MWW's Los Angeles office.
"It's not about pairing wine with protein. For instance, if you have fish, you have white wine. It's about pairing with mood, social situations, and the color of what's on the plate."
The agency is also tasked with engaging Millennials, which Schuerman says is about "em-powering them to create their own way of tasting wine."
Shaw says the app also appeals to boomers because it teaches facts about wine in a fun, interactive way. Ten days after its iTunes launch, the app hit the fourth spot in the food and drink category, which has 500-plus apps.
The agency is also promoting the Kendall-Jackson website and engaging a range of traditional print and online media, including those in the tech, consumer lifestyle, food, and wine spaces. Placements include Yahoo!, The Daily Meal, and The Sacramento Bee.
After the new year, creative agency GlobalWorks, which developed the app, is launching a viral video series to keep consumers interested in the campaign and the brand.