SHERRY — KRISTI FLANGO

Secret Sherry Society

How do you take Sherry, a wine formerly associated with old ladies and bad cooks, and make it relevant again?

We wanted people to “rediscover it.” So after creating the Secret Sherry Society, we did our best to artfully disseminate the secrets of the Spanish wine Sherry. We created press kits and a website and sent it out to various food and wine influencers. Once we got them talking and blogging, we reached out to the masses with secret cocktail parties and events, wild postings and an expansive website (where they could join the society, learn about all the varieties of Sherry and download party kits to throw their own events). This campaign ran over the course of 3 years.

Isn’t that how most secret societies do it?

[Featured in Communication Arts Design Annual (year one), Print Regional Design Annual, Lurzer’s Archive, Communication Arts Design Annual (year two), Communication Arts Advertising Annual]

Case Study

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Website

Posters

To educate people about the nuances of Sherry, we personified each of the eight main types of Sherry and created characters based on their characteristics. These were displayed in bars.