The Prohibition Days served as a reference to the brand positioning. An event was held to present the SmartBuy Wines business plan to potential investors. Its invitation was already aligned to the brand concept: a real but hollow loaf of bread disguising a wrapped bottle of wine inside. The wrapping paper contained detailed information about the event. The guests who confirmed attendance were picked up at their homes and taken by the gangsters. The brand’s “Chief Contraband Officer” was at the door to welcome them.

The brand positioning became very clear to the guests. Almost 90% of them signed a letter of intention to become an associate.