The campaign drove people to CrestCreator.com where they could celebrate their many families by making a customized family crest. People had an infinite combination of icons and crest templates, which gave people the opportunity to make a completely unique crest that definitely represents their group.

Once completed, the crest could be saved, shared across social media or uploaded to an online store where they could purchase the crest on t-shirts, mugs or just about anything.

The site was built to be entirely scalable for an optimized user experience on mobile, tablet and desktop while seamlessly working across every browser.

The Crest Creator captured the attention of contemporary families and certainly, our younger target audience. The perception change has been drastic, from the wine your grandparents drank to a wine that everyone can enjoy.

The site itself gained 114 million earned media impressions with the average person spending over 3 minutes on the site customizing their crest.

Since the launch of the campaign, Gallo Family Vineyards has witnessed significant increases in average price, distribution and dollar sales versus a year ago.

Gallo Family Vineyards is one of the oldest and most famous wine brands in America. Its rich heritage has attracted a loyal group of older drinkers who have stayed with the brand for decades. However, it lacked relevance with a younger audience.

The idea for the Crest Creator came from a close examination of the brand and an insight about this younger audience. “Family” is a core element of the brand because Gallo is still family-owned, but we wondered if there was a way to update the notion of family that would appeal to younger consumers. That led to the idea that your family isn’t just who you share blood with, it’s who you spend time with.

The Crest Creator is a tool that enables these contemporary families to create a crest to celebrate their passions while creating totems that strengthen their ties.