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Kendall-Jackson

Creating the White Wine Emoji

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Challenge

For years, white-wine lovers had been asking why there is a red wine (glass) emoji and nothing to represent the white-wine drinkers. As such, Kendall-Jackson (K-J) tasked Colangelo & Partners with creating a buzz-worthy global campaign to establish white wine as a leading category amongst millennials.

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Action

Colangelo & Partners worked with K-J to create a viral campaign around the white wine (glass) emoji to tap the millennial market and social media world with the aim for all wine drinkers to be represented on the keyboard. We drafted an in-depth proposal per the requirements and submitted it to Unicode for the development of the white wine (glass) emoji. We worked in tandem with the K-J in-house team to drive engagement and build awareness of the White Wine Emoji campaign through earned media, influencer marketing and day-to-day social media management

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Results

From July-October 2018, Colangelo & Partners secured 479 media clips resulting in 2.5 billion+ impressions on behalf of Kendall-Jackson’s White Wine Emoji Campaign including Forbes, The New York Times, USA Today and many more.