A few years ago I traveled across the country talking to women about what mattered to and maddened them about life, love, work and play. Without exception nearly everyone spoke about the loss of self they felt as they transitioned their way through life.

 "I am always introducing myself as someone's wife, mom, employee, relative, friend," was a common refrain.  Well the folks at Ste. Michelle Winemakers must have been eavesdropping because their new ad campaign for Chateau St. Michelle taps into this very truth.  The headline in their print ad says it all:  “It’s where you become you again — not mom, not colleague, not chauffeur, cook or cleaner-upper. ” A simple truth.  Simply conveyed.  That's really what insight-based advertising should be all about.  Sadly, our industry is known for overcomplicating a misunderstood perception.  No wonder people tune us out or turn us off, preferring instead to talk to the people they know and trust--even if those people know them as sister, friend, colleague.  Funny, I imagine, those conversations will be taking place this weekend over a glass of crisp, chilled Chateau Ste. Michelle wine.

Introductions are the hardest part.

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