Product Development + Brand Guidelines + PR Mailers
Goal: Create a product that would celebrate the spirits of groundbreaking women, without pink-washing or “femvertising” to our millennial consumer.
Result: Upon launch emBRAZEN earned 165MM impressions, and became Treasury Wine Estates’ fastest-ever listed new brand.
AR Experience: The AR experience brought the stories of three trailblazers to life, giving each woman the chance to tell her own story. Click here to view the emBRAZEN AR Demo.
Social Media Campaign + Content: Like the label, the Take Up the Torch campaign was a celebration of tenacity. The purpose-driven campaign put a spotlight on modern women who were making positive strides in their communities, giving them a chance to share their story and win $25,000.
