The entire brand ethos of 19 Crimes is based on living infamously, so it only makes sense that we would push category conventions aside (break rules) and act more like a whiskey or beer brand than a dainty red blend. The campaign “Bring the Banished Home” was a rallying cry to drive awareness of the history the brand was built upon. One lucky winner would win a trip to that “Home” in England, while thousands of consumers won other prizes and unlocked additional stories that helped to build out the 19 Crimes brand.

Leveraging the iconic mugshots of the rogues on the bottles, we surrounded the consumer online and out-of-home with humorous headlines that embodied the attitude of the brand. We brought humor and fun to the category, giving millennials the confidence and pride to bring a bottle back to their gang.

To deliver more content in the most effective way, we targeted shoppers with a “secret code” on the necker of each 19 Crimes bottle. This code, with supporting in-store messaging, drove consumers to a custom microsite where they could enter to win a grand prize trip to the motherland and unlock more of our brand’s infamous story. Each code also unlocked the chance to win instant prizes and learn more of the story, driving repeat purchase and longer brand engagement.

In bringing the brand out-of-home, our main goal was to leverage that compelling mug shot imagery on the bottles, along with the brand’s signature mix of wit and grit, to build pure consumer and customer awareness and encourage retailer activation.

Dedicated Facebook and Instagram paid social content drove engagement online and in-store by exciting our audience with teasers of the codes found on 19 Crimes bottle neckers.

Traditional advertising and social media promotion raised awareness of the brand and increased reach, while also driving foot traffic to the store.

The OOH campaign ran in key markets, including New York, San Francisco, Los Angeles,

Chicago, Dallas, Phoenix, Nashville, and Washington, DC with an estimated reach of 22,000,000

impressions.

Digitally, the promotion drove 99,994 site visits with 42,291 unique visits. 57.8% of visitors visited the site more than 1 time, and the promotional microsite was visited about 2.4 times/user. On the social channels, the campaign drove 4,400,000 impressions reaching 2,900,000 unique users. The paid social campaign exceeded industry engagement benchmarks.

And most importantly, sales of the brand grew by 109% versus YA, and depletions grew by 116% versus YA in 54/54 of sales markets.

19 Crimes is now the #4 best-selling Australian wine brand in a declining category!