Josh Cellars SOCIAL
EFFIE AWARDS: GOLD - BEVERAGES, ALCOHOL
EFFIE AWARDS: BRONZE - SMALL BUDGETS, PRODUCT
Josh Cellars' long-standing social strategy largely focused on the brand's existing Gen X and Boomer customer base. So when Josh went viral overnight with an entirely new Gen Z audience, we knew we needed to capitalize on the moment to recruit this younger generation into the wine category. We pivoted the brand's social media strategy in real time to lean into the cultural conversation and have some fun.
