Summer Water Social
SUMMER WATER INSTAGRAM
As the Senior Copywriter at Winc, I collaborated with the Brand Manager daily to draft up all editorial communications for the social channels to drive the voice and tone for Winc’s flagship brand — Summer Water. From new product announcements and partnerships, to shareable memes and seasonal campaigns, I helped plan Winc’s monthly social calendar and draft up all caption, on-image, and story copy. I also worked with content creators to concept engaging content for Instagram Reels and TikTok
While the audience may be much smaller than the Winc feed, they are highly engaged in the warmer months as they indulge in their trusty summertime staple. Every summer, Winc holds a 4-month program called Summer Water Societé that caters to the ultimate rosé-lover by delivering exclusive Summer Water experiences. In recent years, we’ve taken to Instagram to promote the program while keeping engagement high throughout the summer.
SUMMER WATER SOCIETÉ LAUNCH 2021
For the announcement of the fifth annual Summer Water Societé program, we blasted our audience’s feed with a full grid post. Each individual post featured a ‘reason’ to join while hinting at the campaign’s theme Sipping Through The Centuries. Since we couldn’t predict what a pandemic summer would look like, we decided to take matters into our own hands by channeling a little time travel to bring members a sweet summer escape. Each month, the Instagram feed features a 3-grid post to welcome members to different time periods with illustrations and messaging that reflected the time periods.
Members of high Societé, we’ve officially arrived at our first stop of the season: Summer 1821.
Rosé is on the rise, and surprise, surprise — it’s here to stay. We’ve stocked you with the best ‘vin de soif’ (thirst-quenching wine) we know, so do your part to help keep it on the up and up.
Victorian pastimes we suggest this summer include frolicking through the flowers, long beach days with no shortage of refreshments, letting your hair down, hosting dinner parties that turn into late-night parties, snail mail-ing your bestie, rocking hats on hats, and dancing the night away.
Societé members, it’s time to snapback to reality because we’ve arrived at our third stop of the summer.
Times are still weird, which means there’s only one thing we can do about it: make ‘em weirder. So we’re throwing our middle fingers to the camera and encouraging you to live 👏 a 👏 little. Play hooky, text that person, buy what’s in your cart, book the flight, and block that calendar — let’s show weird what we’re made of.
And yes, it’s hot as hell out which is why we’re helping you Keep It Chill with this party-ready red. Pop it in the fridge for a lit ass time.
Societé members — get ready to Drop in on the Roaring Twenties because we’ve officially arrived at our second stop of the summer.
The cat’s meow, the bee’s knees, and the key to a swanky AF time? You guessed it, Droplets. 💧 There’s no need to water things down like they used to, but we’re mixing it up anyway with our very own take on the French 75 — sip along!
Things might be a little hush-hush, but that’s not gonna stop us from doing what we love. After all, a little party never killed nobody.
Reality checked us, so we checked out. ⏩ Societé members, welcome to the future of summer.
What’s written in these stars? We won’t give it all away, but let’s just say you’re about to become a daydream believer. 🔮
To find out exactly what your future holds, you’ll have to deal your own cards. But a little Droplet told us the best is yet to come. And that everything has turned pink. And that summer is year-round. And that rosé is on tap everywhere. And that somehow it’s better for you than water?!? Dreams DO come true. ✨
SUMMER WATER SOCIETÉ 2020
The 2020 Summer Water Societé campaign focused on the expansion of the brand line with a chilled red and a bubbly rosé extension, making it the ultimate summer trio. To get our consumers familiar with the new bottlings and positioning, we personified the varietals. We had planned to do a photoshoot to bring the 3 different bottlings to life, but due to Covid we had to revert to all things digital. We used the various topics, language, and handwriting to let the three different personalities shine. We posted these to our stories and saved them as highlights for consumers to get familiar with the newly debuted Summer Water family.
