The most breakthrough behaviors might come from outside your category.
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.
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.
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.
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.