Troy-Bilt and agency Marcus Thomas are attempting to differentiate the outdoor power and lawn equipment brand from competitors and "break through the monotony of the category" through voice-enabled assistants and weather-triggered ads. They're getting help from both Amazon's Alexa and IBM's Watson. The creative builds off the fact that people need to know about weather and general user information in order to use the product. The "Ask Troy-Bilt" Alexa skill on Amazon Echo synchronizes with consumers’ personal calendars and real-time weather information to let them know, for example, best times to mow lawns.  Also a partnership with IBM/Watson will introduce …

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 …