Kim Crawford Illuminate Custom Labels

Overview

Coming out of the pandemic, many were feeling awkward due to the lack of in-person interactions. Kim Crawford launched a new line of wines, Illuminate, with fewer calories and a lower percentage of alcohol. We wanted to solidify its position as the perfect wine for keeping things light, no matter the occasion. To drive hype, we encouraged fans to comment or DM us embarrassing memories on IG and on X, turning around custom labels within 24 hours and posting our favorite ones.

Results

• 495+ total engagements

• 30+ custom labels created