KENDALL JACKSON
WINES

Case Study: Modernizing the Legacy of Kendall-Jackson for a Digital-First Audience

The Challenge: Repositioning an American Icon

Fifty & Five was tasked with a comprehensive digital evolution for Kendall-Jackson, one of America’s most storied wineries. The objective was to transition the brand from a traditional "legacy" perception to a vibrant, relevant lifestyle icon capable of capturing the attention of a younger, digitally native demographic without alienating its core enthusiast base.

The Strategic Solution: Aesthetic Elevation & Cultural Integration

Our strategy utilized a Full-Funnel Social Ecosystem designed to drive aspiration, conversation, and long-term brand loyalty.

1. Visual Identity & Creative Overhaul

We architected a new visual language for the brand that moved beyond traditional vineyard imagery into high-fidelity "Hero" storytelling.

• Aspirational Creative: Produced premium, social-first product photography and cinematic video that positioned the wine as the centerpiece of modern luxury lifestyle moments.

• Visual Consistency: Created a unified aesthetic across all digital touchpoints, ensuring that the brand felt both "premium" and "approachable" in the social feed.

2. Strategic Influencer & Partnership Architecture

To drive massive visibility, Fifty & Five integrated Kendall-Jackson into the epicenter of American culture.

• Cultural Moment Intercepts: We cultivated an elite network of brand ambassadors and secured strategic placements at high-profile events, most notably the Kentucky Derby.

• Sports & Lifestyle Synergy: We managed the digital narrative surrounding major league partnerships, including the NBA and WNBA, effectively positioning Kendall-Jackson as the official wine of professional basketball and modern sports culture.

3. Community Ecosystem & Voice Modernization

We shifted the brand’s digital tone from "educational" to "engaging," fostering a high-velocity community.

• Sentiment Transformation: By modernizing the brand voice, we saw a significant surge in positive brand mentions and organic User-Generated Content (UGC).

• Engagement Growth: Our "Community-First" approach transformed passive followers into active advocates, ensuring Kendall-Jackson remained the most exciting and consistent voice in the digital wine conversation.

The Result: The Most Followed Voice in American Wine

Through this comprehensive repositioning, Fifty & Five successfully proved that an established icon could dominate the modern digital landscape. We didn't just market a bottle of wine; we built a lifestyle movement that redefined what it means to be a legacy brand in the 21st century.