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The internet is full of conversations – demands rather – about the injustice of the missing white wine emoji. Red wine emojis pervade keyboards everywhere leaving vineyard-sized holes in conversations thirsty for red wine’s lighter counterpart. The people spoke and we listened. For Kendall-Jackson, the 35+-year-old winery, it was a matter of igniting the community behind the cause and creating a platform for the voices of the global internet to come together under a common goal. Hear about the 2-year long process, the value of never giving up and how brands can listen and adapt to changing consumer preferences and media habits.
Maggie Curry
Director of Marketing
Jackson Family Wines
Chris Denny
Co-founder, President
The Engine is Red