Our solution was to create the Secret Sherry Society. To increase knowledge about our Society, and to recruit more members, we embarked on a national tour in our prominently marked, unmarked van. We stopped at various cities along the way and threw secret cocktail parties, which were announced via secret messages in alt weeklies, wild postings, subliminal message projections, blogs and banner ads. This media served a dual purpose of promoting and supporting both Sherry and the Secret Sherry Society public events. As if those clues weren’t enough, we used shoe phones, black carpets and gaudy ‘secret entrance’ flashing marquees.

The largest piece of evidence is that imports of Sherry from Spain to the US were up 50% since the first iteration the campaign began. The Sherry Council of Spain partially attributes this to increased consumer awareness and a broadened presence of the specialty wine outside of culinary circles. Also, online chatter about Sherry is significantly higher and website visits per month have nearly tripled.