Chelsea & Co, a women-led, digital-first creative agency specializing in wine and spirits, is proud to announce its win of a prestigious Platinum Award at the 2024 MarCom Awards for its groundbreaking work on repositioning Cream Sherry in the UK market. The award honors the agency’s creative excellence in developing the campaign “A Classic Grandmastered: Redefining Cream Sherry,” which breathed new life into this traditionally misunderstood wine category.
Administered by the Association of Marketing and Communication Professionals (AMCP), the awards attract thousands of entries worldwide, with only 16% receiving the coveted Platinum Award. Judged by industry professionals, winners are selected based on creativity, quality, and resourcefulness.
Repositioning a Classic for a New Generation
Cream Sherry has long been viewed through outdated stereotypes, often perceived as a drink for elderly English ladies or vicars. Chelsea & Co took on the challenge of transforming this perception with the campaign “Grandma Was Right.” By flipping the cliché, the campaign turned a tired trope into a bold conversation starter to engage a younger audience.
César Saldaña, President of the Consejo Regulador Jerez-Xérès-Sherry, praised the campaign’s strategic impact, stating, “Sherry is yet to be discovered by a new generation of wine lovers. We’re targeting younger wine drinkers to experience the unique flavor of Cream Sherry, and Chelsea & Co has been instrumental in showcasing its potential as a contemporary, versatile beverage.”
The Sweet Art of Reinvention: Cream Sherry Sunset
A standout feature of the campaign was the introduction of the Cream Sherry Sunset cocktail, a modern, refreshing take on the traditional drink. Served over ice with an orange wheel, it evokes a Spanish sunset, appealing to younger consumers unfamiliar with Sherry. Pairing it with modern food experiences and cocktail recipes showcased Sherry’s diversity and versatility beyond the old-fashioned image many consumers hold.
A Long-Standing Partnership with Consejo Regulador Jerez-Xérès-Sherry
Chelsea & Co has collaborated with the D.O. Jerez for over a decade, guiding its digital transformation and narrative evolution. This award-winning campaign builds on that partnership, using striking visuals, storytelling, and social media strategies to shift perceptions and introduce Cream Sherry to a new generation of wine enthusiasts.
“Our goal was to challenge existing preconceptions and open the door to new experiences with Cream Sherry,” said Chelsea & Co’s Creative Director. “The campaign reflects our commitment to redefining brand identities in bold, innovative ways.”
Winning a MarCom Platinum Award represents the highest level of achievement, and Chelsea & Co is honored to be among this year’s winners.
About Chelsea & Co
Chelsea & Co is a leading digital-first creative agency specializing in integrated content strategies for brands in the wine and spirits industry, helping to engage consumers through digital transformation, storytelling, and strategic marketing. Their work is consistently recognized for transforming brands into global leaders.
About MarCom Awards
The MarCom Awards celebrate excellence in marketing and communications, receiving entries from corporations, advertising agencies, design firms, and freelancers worldwide. Administered by the Association of Marketing and Communication Professionals (AMCP), the competition also supports creative professionals through charitable contributions.
