![]() ![]() This year we are looking to captialise further on the brand success that we typically see during this key period for the brand with the launch of limited-edition labels across our 19 Crimes Red and 19 Crimes Uprising wines. Sarah Featherstone, 19 Crimes Brand Manager at Treasury Wine Estates, says: “Halloween is one of the biggest dates in the calendar for drinks retail, and is a key sales period for 19 Crimes. The activation will offer consumers a professionally crafted Halloween look in time for their weekend celebrations, whilst enjoying 19 Crimes wines. In the UK, Treasury Wine Estates will be supporting the launch of the limited edition 19 Crimes labels with a compelling integrated marketing campaign which will include in-store shopper activity, social & influencer engagement and PR.ġ9 Crimes will also be partnering with national barbershop BarberBarber, delivering activity across its London and Leeds locations, over the Halloween weekend for the ultimate ‘Cut and Cork’ experience. This unique label solution will allow customers to interact with the glow in the dark skeleton feature with the aim of maximising in-store viability and generating social shareability. The limited-edition wine labels will see skeletons replace the recognised convicts and becoming the haunting face of 19 Crimes Red and 19 Crimes Uprising – If customers expose the label to natural light during the day, at night the skeletons will glow in the dark.Īnalyzing previous sales data, 19 Crimes has recognised that Halloween is a highly significant period for the brand, with last year’s sales increasing by 20% over the month surrounding Halloween, versus the 4-weekly average throughout the year. Recognised as the UK’s #1 Millennial Wine Brand, 19 Crimes is leveraging the brand’s disruptive spirit over this key period, across both grocery and impulse channels by giving customers the chance to celebrate the darker side of Halloween. All rights reserved.Treasury Wine Estates (TWE) innovative wine brand, 19 Crimes, has unveiled a brand-new, limited-edition glow in the dark label design for two of its high performing wines, 19 Crimes Red and 19 Crimes Uprising. Photo and video courtesy of Treasury Wine Estates and 19 Crimes. You can book time to chat via my calendar. How can innovation help you disrupt your category? I sell creative juice, just squeeze. It has been voted top new brand by many in the industry.Ĭould an app, label technology, and some imagination help bring your brand’s story to life? 19 Crimes are one of the most talked about new wine labels in the industry this past year. By bringing a story to life, the brand becomes more exciting, and we become curious. ![]() Yes, wine is an artisan endeavor, but for most of the population, it is another beverage option on the shelf. The product (a bottle of wine) becomes a captivating story, and you want to know more. Watch the label come to life in this video.Īn app like this might appear to be a gimmick, but when it gets you engaged with a brand, it takes a bottle of fermented grape juice and turns it into an experience. Novelist uses this technique to get us to care about someone who is evil, but whose backstory helps us understand the difficulty of their life. ![]() We want to meet Luke Skywalker as a child or understand what happened to a character we grow to love. Movies have prequels to help deepen our connection to the characters. That’s pretty fantastic awareness for a new brand out of the gate. TWE says they had one million downloads of their app and a Facebook video seems by 19 million consumers. Like characters in a play or movie, the more depth and dimension they have, the more we are intrigued. Jane Castings pleads for mercy from the judge who sentenced her to hard labor.īrands need to draw us in and engage us.James Wilson reads from his “Voice from the Tomb”.John O’Reilly talks about his trip to Australia through his poetry. ![]() Each story is true and draws you into their world. Treasury Wine Estates is using an iPhone app to have their 19 Crimes wine brand have their labels tell you their story. Each label shows a British convict who was sent to a penal colony in Australia in the eighteenth and nineteenth century. Most of us marketing finks will tell you that branding is all about the backstory. ![]()
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