Our task was to help introduce and educate consumers about the Sherry wines. Additionally, we wanted to drive awareness and affinity for Sherry through elaborate event assets, traditional media, and through social media and blog efforts.

Sherry’s reputation has become a bit tarnished over the years. It was thought of as merely a wine for cooking or grandmothers. The client asked us to take these varied and versatile Spanish wines and get people talking about them in a new way. Our strategy was to build on Sherry’s underground, but influential fan base in culinary circles, and create conversations and change the cultural context.

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.

We created a Not-So-Secret Society devoted to creating brand conversation pieces that artfully disseminate secrets of the Spanish wine Sherry; wine’s best kept secret. 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. To get the word out, we strategically placed secret messages all over the city. The invisible posters were part of that push to spark interest in the Society and showcase some of the eclectic members we already had.