We took brandy out of the back bar and put it back into culture. Not reserved. Not traditional. Something you’d order any night of the week.
CÎROC wanted to break into a new category and connect with a younger, multicultural audience across new occasions. The risk: brandy comes with baggage — formal, outdated, not part of everyday drinking.
Lucy pitched and led the creative for the launch of CÎROC VS, reframing it as a rebellious, anytime spirit. We built a lifestyle-led GTM strategy anchored in content and real-world presence—mixology that felt current, not instructional, and experiences designed to meet people where culture actually lives.
The campaign scaled across platforms and cities. A five-city roadshow (Detroit, DC, LA, Miami, NYC). Content that made the product feel accessible and social. A system designed to educate without feeling like education.
The result: a category shift — making CÎROC feel relevant, drinkable, and part of the moment again.