The 19 Crimes brand has launched a campaign designed to recruit new consumers into wine.
The campaign centres around a new short film shot in Slovenia and is the biggest marketing activity yet for 19 Crimes. Locations include an abandoned shopping centre and Michelin-starred restaurant, and the film is soundtracked with ‘Eat Slay Chardonnay’ by garage punks Nobro. It is described by brand owner Treasury Wine Estates as “gritty and spontaneous, pushing the boundaries of creativity in wine marketing”.
Launching on 24 April, the campaign includes video, social, print and out-of-home activities.
Kjetil Undhjem, Treasury Premium Brands Chief Marketing Officer, said 19 Crimes “is all about defying convention and challenging expectations, which we know is appealing to new wine drinkers”.
