E. & J. Gallo Winery
The most breakthrough behaviors might come from outside your category.
MOTHER WINE / PRODUCT LAUNCH
Launching a Deeper Rosé
When E. & J. Gallo Winery was preparing to launch a new rosé, they came to Joan for help. The rosé, called Mother, had a distinctly punk-rock aesthetic, with a gothic font, a wolf’s head logo, a bold yellow and black color scheme, and a deep color given to it by its unique fermentation process. It was unlike other rosés, with their light pink coloring and summer-in-the-south-of-France vibe. Considering these points of differentiation, we decided to launch this utterly disruptive wine with an utterly disruptive campaign.
Who can you ask your deepest darkest questions?
We recruited our “Mothers” – people with a depth of lived experience, including a homicide detective, a psychic, a drag queen, a hospice nurse and an astrophysicist – to answer these questions.
We created a hotline for everybody to challenge their issues.
Everybody was invited to participate in our campaign, by dialing our number and inputting the extension of the question that they would want to ask.
Mother rosé is a foil to the traditional image of rosé as a carefree drink for delightful al fresco summer afternoons.
We leaned into all the complexities of life, in the way Mother rosé leans into the complexities of wine. We encouraged a more curious audience to drink Mother during conversations of real depth and meaning, not small talk.
