As a company, there’s nothing worse than hearing that your brand is dated ("It’s my parent’s wine.") It was time for Sumac Ridge to reach out to and engage a younger demographic. So, we avoided all traditional media and used a combination of stunts, wild postings, social media and PR to draw our audience to the wine and its fictional, adventurous winemaker. We completely reinvigorated the brand. And won a Cassies Award for the results it delivered.

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(Creative Director, Bos)