✿ Live Client
We created an activation strategy to reposition Wonderwerk as a Gen Z focused lifestyle brand.
Wonderwerk is for the next generation of drinkers - wines that are naturally made, flavor-forward, a great value, and fit for all sorts of occasions. This California-based wine brand was founded by two high school friends and needed a little refresh.
The Ask: To position Wonderwerk as a Gen Z focused lifestyle brand
What is a Lifestyle Brand?
A lifestyle brand sells a way of life rather than just products, creating an emotional connection with consumers by aligning with their aspirations and values.
(paradigmmarketinganddesign.com)
People like to say Gen Z does not want to work…
But they do:
My aspiration to get ahead is very important - 132
I consider my work to be a career, not just a job - 164
I strive to achieve a high social status - 155
My goal is to make it to the top of my profession - 143
I am a workaholic - 115
MRI Simmons
Insight:
Gen Z is working hard, but craving meaning in the middle of it.
Our Big Idea:
WonderWerk has an opportunity to validate these hardships and remind its target that endless interconnected moments got them here. It led us to the concept that it doesn’t matter where you have been, it does not matter where you are going…
Social Media
Objective: Introduce the positioning emotionally + spark shareable moments online
Launch Instagram reel series built around unexpectedly poetic “wonder- filled moments”
Starts the emotional connection & aligns with Gen Z values around meaning-making and micro-joys
In-Store Activation
Objective: Bring the campaign into the physical world at the point of decision
Whole Foods Ticket Taker installation placed directly in the wine aisle to intercept shoppers at the purchase moment
Interactive tear-away tickets that carry small, wonderful affirmations
Wine tags with storytelling and a tear ‘n’ share extension that encourages social spreading
Emotional support bag charms inside the tags to tap into the Gen Z accessory trends, and provide a badge for consumers to flaunt
Emotional Support Charms to Emotionally Connect with Gen Z
“Instead, what can only be described as ‘emotional support charms’ are all the rage... being looped on belts, draped on bags, and even worn as jewelry, creating a look that's meant to startle onlookers, and soothe the wearer.”
- Gen Z Loves a Freaky Little Accessory, InStyle Magazine
Showing Up IRL
Objective: Scale cultural presence IRL & reinforce position as a brand that celebrates connection
OOH at major music festivals like Bonnaroo or Coachella → Messages connect festival serendipity to Wonderwerk’s POV
Creates large-scale “this moment is a wonder” touchpoints for Gen Z who anchor their identities around events and communal joy
Success Criteria
Emotional Resonance: Gen Z feels seen, inspired, and uplifted
Organic Participation: Users recreate and share “wonder-filled moments,” charms, and tags
Lifestyle Integration: Brand visuals appear in outfits, bags, festival culture, and room decor
Cultural Ownership: Wonderwerk becomes synonymous with small joys + serendipity
And we got to pitch to the client in person!
The client loved our thorough consumer research and the emotional support charms we created. After a mid-project pivot, I helped realign the team—navigating internal challenges, managing different personalities, and keeping everyone focused on delivering the strongest possible work.
My Role
Project Management, Brand Audit, Competitive Analysis, Lifestyle Brand Research, Consumer Research, Internal Brand Briefing for Internal Alignment, Creative Ideation, Deck Narrative, and Pitch
The Team
John Romanelli (ST), Ben Crispin (AD), Leah Silverman (AD), Madelyn Seabolt (CW)