Joy Wine x Ella Eyre

THE BRIEF

JOY Wine is new category of lifestyle wine specifically created with Gen Z and millennials mindset. JOY identified a lifestyle proposition that makes wine straight forward, accessible and less serious, helping Gen Z and younger customers unlock the joy in wine for the first time and start them on their journey of discovering the pleasure in wine.

JOY’s core values include music and positivity that knows no bounds, and was created to empower those who are fun, standout, seriously unserious, inclusive, colourful and upbeat.

THE RESULTS

We orchestrated a dynamic partnership between singer Ella Eyre and the launch of JOY Wine. Ella headlined the exclusive launch event with a live performance, creating an unforgettable experience for attendees while generating significant media attention. In addition to the performance, Ella shared captivating content across her social media channels, reaching her 1.1M followers and promoting the brand’s message of joy and celebration.