BRIEF
Make people turn to Chewy for all the answers to their pet questions
Who is Wonderwerk?
[ The Ask ]
Wonderwerk is a new natural wine company trying to get Gen Z interested.
They gave us full creative freedom as long as it connected with that audience.
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The brand is rooted in natural wine. Less processed, more raw, closer to the earliest forms of winemaking. Even the name comes from the cave where the first fire was discovered.
They asked us to take something ancient, and reintroduce it as something new.
[ Editor's note ]
My bias showed up fast
I was excited to work on a wine brand after a trip to a wine festival at Mount Vernon festival completely changed how I saw the category. I tried a bell pepper wine. Even one that tasted like cigarette ash and I loved it. It showed me wine could be weird, surprising, and far more expansive than I thought.
So the answer felt obvious.
Just show Gen Z how interesting wine can be, and they’ll get it.
I came into our first brainstorm confident, with three carefully chosen bottles: a rosé, a chocolate Bordeaux, and a fruity floral white.
And they hated all of them.
Not just the taste. The entire experience. Opening the bottle felt like a chore. It felt expensive, fussy, and unnecessary when they could just grab something easier.
That moment forced me to check myself and really dig into the problem.
Facing the real issue
[ The Problem ]
Gen Z was choosing other alcoholic beverages over wine.
But the brainstorming session showed me it wasn't just about preference, it was about perception.
My teammates (all Gen-Z) didn’t even own wine glasses. To them, wine wasn’t casual. It was for special occasions. Something you bring out for holidays, not for a random night in.
As a millennial, that surprised me. I’ve always seen wine as something as easy and everyday as a cold beer.
I really needed to figure this one out. I conducted a survey.
I questioned 66 Gen-Z respondents, and the pattern held.
When asked who drinks wine regularly, they said
71% said they’d only choose wine for holidays or celebrations.
[ Editor's note ]
And the data backed it up, only 26% of wine drinkers are between 21 and 39.
older adults
"wine moms.”
Slightly offensive, but also telling.
Less is more
Asking questions on social media isn’t just functional. It’s emotional.
You can ask anything you want and not only find someone with the same question but find answers without judgement.
[ The Insight ]
People aren’t just asking questions,they’re looking for other pet parents.
For reassurance.
For validation.
For someone to say, you’re doing the right thing.
That’s what I needed when Reeses was sick. And that’s what I found on social media.
Finding the way in
Instead of competing with social media, Chewy should lean into what makes social media powerful: reassurance grounded in expertise.
By combining their authority with their natural generosity, Chewy can show up not just with answers, but with empathy.
So we created We’re All Ears
A platform that brings expert advice and emotional support together, showing pet parents that Chewy is there for every tail wag, every late night worry, and every tough moment in between.
What I'm taking with me
This is a story about challenging my own assumptions, trusting the process, and realizing I didn’t need to force something new, I just needed to understand what was already there.