ABOUT

Tasked with positioning The Ivy as the UK’s ultimate rosé destination, Red launched a vibrant, multi-channel summer campaign.

Our goal was to transform rosé from a drink into a lifestyle. Partnering with influencer Adam Lyons, we sparked a viral dance moment, the ‘Brosé movement’, that drove national media coverage and social engagement. To further capture attention, we crafted a data-driven story revealing UK rosé drinking habits, creating irresistible hooks for press and amplifying the campaign’s reach.

Results: 22.4M OTS. Social impact: 123K views on hero content, 86K+ Instagram reel views, 39K+ TikTok views, 32K views on behind-the-scenes content.