How does 19 Crimes challenge wine industry conventions and attract a fresh generation?

 

With category decline in the $8-11 price segment as consumers continue to premiumize, we helped rebellious wine brand 19 Crimes attract a fresh wave of younger consumers by challenging the conventional image of the wine industry and the overall wine category - one that is known for being “stuffy and elite.”

 

In a world full of restrictions and rules, every now and then we seek the rush that comes from not following them. Drinking 19 Crimes gives people a feeling of liberation, of not conforming to norms, of going against the grain. So, we created a platform to celebrate that feeling of liberation: “Obedience Gets You Nowhere.”

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We built a platform of disruptive integrated creative, featured across markets in the US and UK and captured the little buzz we get when we go against the rules. The coronation of Charles III provided an ideal cultural moment to launch. Our rebellious lines and designs were projected onto London landmarks during the weekend of the coronation using projection mapping technology.

launches in markets across the US and features CTV, Social (Meta and Pinterest), Digital, and OOH.