Sips & Sounds
Sips & Sounds was an in-store retail campaign developed for Kroger and Mariano's to promote Icon Rock wines through an interactive, multi-sensory experience.
The campaign connected each wine to a curated Spotify playlist inspired by its region of origin—encouraging shoppers to engage with the product beyond the shelf.
My Role:
Creative Direction
Concept Development
Visual Design
Campaign System Development
The Challenge
Wine retail environments are often crowded and visually competitive, making it difficult for individual brands to stand out or create meaningful engagement.
The goal was to:
Capture attention in-store
Create a memorable brand interaction
Drive deeper engagement with the product
The Approach
We developed a concept that paired wine with music, turning each bottle into an experience rather than just a product.
Each varietal was tied to a curated playlist inspired by its origin (Argentina, New Zealand, etc.), accessible via QR code directly from in-store signage.
This approach:
Created an emotional connection through music
Extended the brand experience beyond the store
Positioned Icon Rock as modern, elevated, and experiential
