Terlato Wines and agency Schafer Condon Carter (SCC) are targeting two of the company's wine brands at two distinctive types of drinkers.
The "Unscrew It" campaign for Seven Daughters is designed to create relatable moments particular to Millennial women, such as relationship woes and the roommate who doesn’t understand boundaries. The concept's tagline suggests when a situation’s screwed up, "she can ‘unscrew it’ with Seven Daughters."
As part of the strategy to meet the audience where she is, the social media-specific campaign runs across Facebook, Snapchat and Instagram, with the brand hoping that the targeted Millennial women drinker will make #unscrewit a trending hashtag.
Concurrently, sibling wine brand The Federalist is targeting beer- and bourdon-drinking male consumers by connecting with the craft beer movement. The concept supports the notion that The Federalist is "American Craft Wine" in a category all its own and as exceptional as America itself, says an agency spokesperson.