TV | DIGITAL | SOCIAL | OOH | RADIO
A 50-year-old brand in a category that celebrates “new.”
Chateau Ste. Michelle needed to grow and maintain relevance with an audience that has more wine choices than ever. And connect with a younger wine drinker who often chooses novelty over history.
While new wine brands were focusing on fun, we noticed a new consumer trend among 30 to 40-year-old female wine drinkers: an emerging backlash against a projection of perfection, and the ability to effortlessly handle everything, from social engagements, to careers.