New Campaign Interview: Seven Daughters by Schafer Condon Carter

 

 

What comes to mind when you think of a stereotypical wine drinker? Whatever image you’ve just conjured -- throw it out the window. Terlato brands, in partnership with Chicago-based agency Schafer Condon Carter (SCC), is launching new campaigns for Seven Daughters and The Federalist that make wine the answer for a younger, less rule-bound crew.
Seven Daughters is not your mother’s wine – it’s made for millennial woman. A woman faced with endless expectations, scary headlines, relationship headaches, and a roommate who doesn’t understand boundaries. A glass of wine is just what she needs. And when a situation’s screwed up, she can ‘unscrew it’ with Seven Daughters. The buzzy, social-friendly Unscrew It campaign runs across Facebook, Snapchat, and Instagram – inviting women to embrace life’s #unscrewit moments with wit and charm (like when your grandma asked you what the eggplant emoji is, or your date forgot your name. 

Tell us about your role in the creation of this work.

I’m the copywriter/resident millennial on this campaign.

Give us an overview of the campaign, what is it about?

unscrewit is about all the screwed up situations millennial women deal with on a daily basis. Out-of-touch bosses, roommate drama, creeps on dating apps – you name it. Seven Daughters recognizes the struggle and gives our girls permission to take a step back and enjoy a glass of wine without all the BS.

 

Tell us about the details of the creative brief, what did it ask?

This campaign had one of the best, most insightful creative briefs I’ve ever received. Our Insights & Strategy and Client Leadership teams put in the effort to understand our target (women, 21-35) on deeper level. Her passions, fears, favorite emojis. Ultimately, it asked for a powerful, real campaign that would make Seven Daughters relevant to millennial women.

Which insight led to the creation of this piece of work?

The insight came from listening to our target: “The real world is way harder than I expected. I face information and expectation overload and sometimes I just need wine.”

Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?  

We also played around with a concept called “Earned It” where we celebrated menial accomplishments (like remembering to water your plants) with wine. The whole thing was really over the top in a pageant queen, soap opera kind of way. It was crazy fun. But we recommended unscrewit for its clean look that celebrates the product and our audience. It’s open-ended and fun to write for.  I’m glad our clients agreed!

 

How did the client initially react to this idea?

Fear, but the good kind. They were ready to take a risk with this brand.

What was the greatest challenge that you and your team faced during development.

Our biggest struggle was figuring out a tactful way to explain the eggplant emoji to the baby boomers in the room during our presentation. So awkward.

 

What did you enjoy most about seeing this campaign through? Did you learn anything?

The best part of this campaign is seeing people on social media use the comment section as a platform to share hilariously screwed up stories from their own lives. It’s taught me that people want brands to be real with them. Solidarity between a brand and the consumer is a powerful thing.

Where do you see this campaign going in the future?

Fortunately for this campaign (and unfortunately for literally everyone else), there will never be a shortage of screwed up situations in this world. We want this campaign to capture them all. When if comes to the awkward, annoying, and just plain hellish, we’re leaving no stone unturned.