Summer Water Societé 2021

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CONCEPT 2021

As the Senior Copywriter at Winc, I worked on the flagship brand known as Summer Water, a viral hit that embodies the “summer state of mind.” In response to a highly engaged customer base, Winc hosts an annual 4-month summer program called Summer Water Societé that caters to the most devoted rosé aficionados by delivering exclusive Summer Water experiences throughout the season.

For the 2021 campaign, the focus was escapism. After a year of playing the pandemic guessing game of uncertainty, we took matters into our own hands by channeling a little time travel to bring members the sweet summer escape they deserved. Members were invited to sip through the centuries for an imaginative spin on summer travels. First, we took them back in time to enjoy the rise of rosé the Victorian way in 1821. We dropped in on the Roaring Twenties, 1921 to be exact, in top-secret fashion. We took a pit stop in pandemic life pandemonium-free in the never-ending year of 2021. And topped off the season with a never-before-seen glimpse into the future, 2121.

To pull this off, we focused heavily on the unboxing experience with white glove touches for an immersive experience. We brought the conversation to our social channel to hype the experience and “travel” together throughout the season.

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social

To launch the program, we started with a 9-post grid to the left and sprinkled in easter eggs to hint at the summer’s theme. To reveal the box themes each month, we rolled out 3-post grids welcoming members into each time period with relevant illustrations and timely copy.