CÎROC had a bold vision: expand into new categories to connect with multicultural millennial consumers across fresh occasions. In April 2018, Lucy stepped in as Creative Director to lead the charge, building and launching CÎROC VS as the rebellious counterpart to the brand’s established image. She led a team of six creatives to execute a national rollout, complete with a lifestyle-driven GTM strategy and multi-platform content.
The mission? Educate and convert consumers to embrace this bold, new dark liquid. From mixology videos that reimagined brandy as an anytime, anywhere drink to a nationwide roadshow hitting key markets like Detroit, DC, LA, Miami, and NYC, Lucy and the team crafted a campaign that celebrated the process and raised a glass to the results.