Main content

Kendall-Jackson

Creating the #WhiteWineEmoji

Entry content

WWE_1

Challenge

For years, white wine lovers had been asking why there is a red wine (glass) emoji and nothing for white wine drinkers. Kendall-Jackson (K-J) submitted an application for a white wine emoji and tasked Colangelo & Partners with creating a buzz-worthy global campaign to help get the emoji approved (and promote K-J wines in the process).

white-wine-emoji-banner

Action

Colangelo & Partners worked with K-J to create an integrated 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.

WWE_3

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.
Kendall-Jackson was awarded a ‘Vinnie’ (best-in-category winner) for the campaign in the Wine Marketing Awards Integrated Marketing category (https://winemarketingawards.com/2019-awards-gallery/).