Carlo Rossi had found itself stranded in a culture mortified to be seen with jug wine. Its user base was dying out, it hadn't advertised for 30 years, and every jug took up the shelf-space of two bottles of respectable, higher-margin wine. So we brought back the Jug for a new generation that could appreciate our “maker culture” vision of turning the jugs into furniture and then promoting the audacious collection through grass-roots events, in-store, online, PR and a re-invigorated salesforce. It worked like gangbusters—helping the brand find a new audience that could drive their growth. The entire effort was fast, nimble and in-house "maker" long before that sort of agency behavior was considered en vogue.
