Camp Kim Unites the 'Eagerness of Self-Discovery' With Wine

Wellness is, objectively, a good thing. The problem is it often requires so much effort to keep up—from new superfoods to hot yoga and freezing showers—that you may not end up feeling better at all. Kim Crawford Wines takes a gentler approach when it encourages women to embrace self-care, which the company has been advocating for since early in the pandemic. “Wellness is whatever makes you feel good,” said Julie Rossman, vp of brand at Kim Crawford. “The brand's positioning is really about empowering women to be their best selves.” And this summer, it took that message on the road with the brand’s largest activation ever: Camp Kim, a four-city series of summer camp-inspired gatherings, which finished its tour in New York on Sept. 7. The events were created in partnership with Refinery29 and Black Girl Ventures, the latter of which supports Black and brown woman-identifying entrepreneurs. Attendees were encouraged to shake off the last two-and-a-half years of monotony by trying different activities, all designed to bring out creativity and make new friends without the pressure of perfection. There was a paint splash project in Los Angeles, a BOYBoots dance class in Dallas, collaborative mural painting in Chicago and a New York Fashion Week-inspired catwalk strut session led by runway coach Diva Davanna alongside HBO Max's Legendary star and journalist Milan Garçon. Camp Kim also featured live DJs, photo booths, a shredding station for attendees to write down and then tear up the things holding them back, a confession session called 29 Questions and more. “If you think about yourself growing up, that carefree version of yourself from summer camp and that eagerness for self-discovery,” Rossman said, “we wanted interactive creative activities where our attendees could connect with themselves again, and then also the sense of community with those around them.” And in these moments of bonding and self-discovery, of course, everyone also happened to be holding a glass of Kim Crawford or a wine cocktail. Camp Kim also served as an introduction to its Prosecco, which launched in May, in addition to a lower-alcohol, lower-calorie rosé called Illuminate. “We're all coming out of the pandemic really tired,” Rossman said, “and we just felt like it was the right moment to go big and help inspire consumers.” Voodoo Ranger Punks Napa Valley Wine Snobs With Beer-Themed Action Park

Experiential Marketing

Camp Kim Unites the 'Eagerness of Self-Discovery' With Wine

Kim Crawford's summer tour was the brand's biggest activation yet

Eva Kis

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Eva Kis