Challenge & Audience
When Skinnygirl Cocktails wanted to accelerate the growth of its product line, the company knew they needed to reach the audience that was driving the fastest growth for the wine and spirits industry: millennial women. This meant creating a distinct brand voice, that was not entirely dependent on the brand of its celebrity creator, whose core audience was women in their mid-forties.
We started with a clear understanding of the target customer segment. For this hip young woman, her cocktail represents her image, personality and desired lifestyle as a member of a fun, sophisticated sisterhood. Her social life is a big priority. She depends primarily on social media to communicate and stay in the know – and to share their lives.