BRIEF:
To mark Halloween, 19 Crimes created limited edition ‘glow in the dark’ labels for their bottles. Our job was to make them famous and must-haves.
SOLUTION:
To engage their rule-breaking Millennial audience we needed something shocking. Landing on the familiar wine category trope of ‘wood aged’ we decided to do something in bad taste and created the worlds first coffin-aged wine. We took 100 of the limited edition bottles, placed them in a wooden coffin and buried them in a cemetery overnight. Once exhumed, we gifted the bottles to the 10 most haunted pubs in England and dared the public to try them over the Halloween weekend. With the help of a hand-picked selection of ghoulish influencers, fear and panic soon spread.
RESULTS:
Our campaign dominated share of voice over Halloween and secured widespread national and regional coverage.
