To counteract consumer promiscuity in the wine category, Wolf Blass built on its long term strategy of sport association with a clear reason to purchase.
Limited Edition Rugby Wine Bottle Labels (one for each rugby position) were created and JWT activated these through a range of in store merchandise achieving both increased visibility and share of voice.
To amplify the campaign, we enlisting the help of Will Greenwood, as our credible brand ambassador and used Twitter and tactical digital advertising to socially crowd-source the greatest players in each Rugby position of all time, incentivising entries with Rugby and wine themed prizes.
The campaign led to a 32% uplift in unit sales and a 26% uplift in value sales of Wolf Blass during the campaign period. Wolf Blass also efficiently drove awareness, generating millions of impressions and engagements. This digital presence was augmented by PR, which put Will Greenwood in radio interviews reaching 5.76m people.