Corby In-Store Effort Promotes Camp Viejo Wine - Event Marketer

Corby In-Store Effort Promotes Camp Viejo Wine

DB_Gold_Corby_2014 Ex
Brand: CORBY WINE AND SPIRITS
Agency: BOOM! MARKETING
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2014

Food and wine go hand in hand, and in a culturally relevant setting, both just seem to taste better, don’t they? To build awareness for its Campo Viejo wine while bringing a contemporary look and feel to the Spanish wine category, Corby Wine and Spirits activated in-store sampling at LCBO stores in Toronto, the greater Toronto area, and Ottawa, bringing a little bit of Spain to each.

The Spanish tapas-style restaurant activations within the LCBOs evoked all the senses. Brand ambassadors dressed in Flamenco-inspired outfits—a red ensemble with black embellishments and a tousled bun (for the ladies)—greeted consumers with an “Hola!” and a one-ounce sample of the Crianza and Reserva varietals. Flowers, a small artist easel and a platter of cheeses and cured meats were set out on a large table. The ambassador led the tasting as a Spanish acoustic guitarist performed, which included a food pairing prepared by an on-site chef. The two dishes, Patatas Bravas and Ceviche, were infused with Campo, giving consumers another incentive to purchase the product. As consumers learned about the wine, they also learned about the dishes.

These elements encouraged consumers to linger and, according to the brand, many started dancing with their significant other—an element that surely left a lasting brand impression and complemented the brand’s “Live Uncorked” message. And the brand saw a lasting effect from the program with a recorded 180 percent increase in ROI and more than 974 total units sold across 40 activations. Salud!

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