BRIEF:
We were briefed to make 19 Crimes Wine culturally relevant during Valentines by putting the brand into the heart of romantic conversations.
SOLUTION:
Being the anti-tradition wine brand, we leaned into a cultural moment with an alternative Valentine’s Day campaign challenging the norm. We launched ‘The Throuple’ the world’s first bottle of wine for three people, celebrating unconventional relationships.
RESULTS:
Reinforcing 19 Crimes as a rebellious wine brand, the campaign exceeded all KPIs with 178 media hits and over 4 minutes of national broadcast coverage. We engaged a broad audience, resonating with traditional media and lifestyle titles like Pink News and PopSugar. Relationship expert Jacob Lucas added extra credibility, and research provided valuable insights that were widely used by media.
