During my time as an intern at Walton Isaacson, I and two other interns were tasked with creating new concepts for millennials featuring Constellation Brands. We dove head-first into a six-week discovery and research phase, developing three conceptual sparkling wine brands targeting different segments of millennial consumers: One, the East Coast Class Millennial (Isla Vita); two, the Urban Professional Millennial (Lux); and finally, three, the California Hipster Millennial. Each brand of sparkling wine was based off of imagery, mood boards, and language from several rounds of revision. We adapted our work into a pitch presented to the creative and account teams for Constellation Brands, as well as the founders of the agency.
